UBC Social Ecological Economic Development Studies (SEEDS) … · Bibliography 35 Appendices 37 Appendix A - Point Grey Triathlon 2016 Route Map 37 Appendix B - GDP of Sport Industries

UBC Social Ecological Economic Development Studies (SEEDS) Student Report

Adrian Wibowo, Anita Facundo, Chubb Soh, Melanie Prieto Arias, Ofir Ovadia, Tuoyan Meng

The Point Grey Triathlon

COMM 468

April 25, 2017

University of British Columbia

Disclaimer: “UBC SEEDS Program provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned

in a report or a SEEDS team representative about the current status of the subject matter of a project/report”.

UBC RECREATION

Marketing Report by: Anita Facundo –

Melanie Prieto Arias – Adrian Wibowo –

Ofir Ovadia – Chubb Soh –

Tuoyan Meng –

University of British Columbia COMM 468 202

Professor Jenny Dickson

THE POINT GREY TRIATHLON

ExecutiveSummaryThePointGreyTriathlonisaUBCRecreationsportingcompetitionthattakesplaceinthesummertime;thisyear'seventwillbetheseventhconsecutiveyear.Thecurrentpositioningandmarketingstrategiesusedtopromotethisannualeventdonotyieldtheexpectedresults,inspecifictheparticipationrate.Themarketingplanbelowoutlinesthemostimportantobjectives,strategiesandtacticsthatUBCRecreationcouldimplementinordertoachievetheoverallarchinggoalofincreasingthenumberofparticipants.ThePointGreyTriathlonfacesahighlycompetitivemarketplace.WhilethereareonlyafewdozentriathlonstakingplaceintheregionofBritishColumbia,themajorityoftheseeventsoccurduringthesummer,effectivelycreatingaveryseasonalmarketlimitedtoaroundfourandahalfmonthsayear.Thehighintensityandlevelofpreparationrequiredformajorsportingcompetitionsmeansthatathletescarefullyselectthefewtheywillattend,whichresultsinthehighlycompetitiveenvironment.Takingintoconsiderationthewidearrayofindirectcompetitors,thePGTisalsocompetingwithotherformsofcompetitions,mostofwhichsupportedbymajorinternationalbrandnamesandlargebudgets.Inordertogainabetterunderstandingofwhatasuccessfultriathlonencompassesweutilizedprimaryandsecondaryresearch.Astriathlonsareaverynichemarket,oursecondaryresearchhadalargerscopeandprovideduswiththekeyelementsandstatisticsoftheendurancesportscategory.Similarlytothesecondaryresearch,ourprimaryresearchwasfocusedonindividualendurancesportsandtheathleticcommunityinVancouver.Followingouranalysis,theprimaryresearchfindingswereusedtoderiveinsightsthatwouldbeimportantspecificallyforthePGTandtriathlonsinBritishColumbiaoverall.BasedonthemarketresearchconductedforUBCRecreations,wegeneratedasetofrecommendedstrategiesandtacticsaimedatoptimizingtheevent'saccessibility,brandawareness,promotions,budgetandbrandperception.Focusingonthekeyobjectiveofincreasingthenumberofparticipants,werecommendedUBCRecreationtofocusontwocustomersegments:firsttimersandfamilyrunners.ThePGTwillbepositionedasa"triathlonforallages",withthefocusonitsdiversity,accessibilityandtheopportunityitprovidespeopletochallengethemselvesinasafeenvironment.ThePGTwilldifferentiateitselfbywelcomingnewcomers,disregardingpreviousathleticexperienceorage.Overall,wewouldlikepotentialtriathletestoperceivePGTastheirdivingboardtoabetterversionofthemselves.Thestrategiesandtacticsbestsuitedtoachievethisgoalaredescribedinthismarketingplan,accompaniedbythebudgetsandkeyperformanceindicatorsrequiredtomeasureprogress.Focusingonthe2018PGT,adetailedtimelineillustratinghowtobestallocateUBCRecreation’sresourcesleadinguptothisannualevent.ProvidedthatUBCRecreationadoptstheserecommendations,weexpecttoseethe2018PGTsurpassesitsdesirednumberofparticipants.

TableofContentsExecutiveSummary 2

TableofContents 3

CompanyOverview 6IntroductiontoUBCRecreation 6IntroductiontothePointGreyTriathlon 6

SituationAnalysis 6IndustryDefinition 6IndustryAnalysis 7

AggregateMarketFactors 7IndustryFactors-Porter’sFiveForces 8EnvironmentalFactors 10

CompanyAnalysis 11CurrentObjectives 11CurrentPositioningStrategy 11CurrentMarketingStrategy 11InternalStructure 12KeySuccessFactors 13

CustomerAnalysis 13PrimaryCustomerResearch 13CustomerDescriptionandBehaviour 14Segmentation 17

CompetitiveAnalysis 18CompetitiveOverview 18CompetitionMatrix 19BenchmarkBasedontheMatrix 20

PlanningAssumptions 20

SWOTAnalysis 20

GoalsandObjectives 21

CoreStrategy 22

RecommendedTargetMarket 22RecommendedPositioning 22

MarketingStrategiesandSupportingTactics 23Objective1 23

Strategy1.1:ImprovetheAccessibilityoftheTriathlonforFirst-timeTriathletes 23Tactic1.1.1:WorkwithMoreBikesortheBikeKitchentoOfferAdditionalBikeRentals 24Tactic1.1.2:ProvideParticipantsMoreWorkshopPriortoEvent 24Tactic1.1.3:OfferGroupandReferralDiscount 24Tactic1.1.4:EnhancetheSwimmingSection 24

Strategy1.2:IncreasePGTBrandAwarenessAmongCurrentUBCStudents 24Tactic1.2.1:CollaborationwithUBCResidences 25Tactic1.2.2:TargettheChineseStudentGroupViaWechatandWeibo 25Tactic1.2.3:SnapchatGeofiltersAdCampaign–TargetingStudentsatKeyLocations 26

Objective2 26Strategy2.1:Investinonlinepromotionalmarketing 26

Tactic2.1.1.FacebookandInstagramTargetedAdvertisements 26Tactic2.1.2.LeverageHootsuite 27

Strategy2.2:ImprovePublicRelationsthroughCreativeStorytelling 28Tactic2.2.1.#WhyIRun,#WhyISwim,#WhyICycleVideoCampaign 28Tactic2.2.2EventHighlightRecapYouTubeVideo 28

Objective3 29Strategy3.1:Introduceanintegratedcampaignshowingthediversityoftheparticipants 29

Tactic3.1.1Personalizedstorytelling(HONY) 29Strategy3.2:ContinuetopromoteSplash&Dashbydevelopingpartnershipswithkeycommunities 30

Tactic3.2.1Partnershipswithlowermainlandschools 31Tactic3.2.2Partnershipswithspringbreakcampsorganizersandparents’ofparticipants 31Tactic3.2.3Reachingouttoyouthandcommunitycentres 31

TimelineforImplementation 32Phase1(Current–June2017) 32Phase2(July2017–March2018) 32Phase3(April2018–June2018) 33

BudgetsandCosts 33

BicycleRentals 33BicycleWorkshops 33In-ResidencesPromotions 33SnapchatFiltersAdCampaign 34FacebookandInstagramNativeAdvertising 34Hootsuite 34

MonitorsandControls 34

Bibliography 35

Appendices 37AppendixA-PointGreyTriathlon2016RouteMap 37AppendixB-GDPofSportIndustriesinCanadain2010 38AppendixC-OnlineSurveyQuestions 38AppendixD-In-DepthInterviewQuestions 46AppendixE-SurveyResults 47AppendixF-SWOTMatrix 59AppendixG-TimelineImplementation 60AppendixH-BudgetandCostsBreakdown 61

CompanyOverviewIntroductiontoUBCRecreationSince1967,UBCRecreationhasofferedawidevarietyofsportsrecreation,intramuralprogramsandfitnessservicesattheUBCVancouverCampus.Withover10sportsleaguesand18uniqueeventsofferedthroughouttheyear,suchasDayoftheLongboatandStormtheWall,UBCRecreationcreatesendlessfitnessopportunitiesforindividuals.Withahighannualparticipationrateofover10,000peopleofallages,UBCRecreationcontinuouslyoffersnewexperiencesforrecreationalactivitiesopenedtothepublic.Threeprogramguidesareissuedeveryyeararoundtheircorrespondingseasons:Fall(September-December),Winter(January-April)andSpring/Summer(May-August).Inaddition,UBCRecreationoverseestheBirdCoopFitnessCentre,theDougMitchellThunderbirdSportCentreandtheUBCAquaticCentre.Thisyear,UBChasrenewedandimprovedtheirindoorpool,whichwilldrivethedemandforaquaticeventsandoverallparticipation.

IntroductiontothePointGreyTriathlonThePointGreyTriathlon(PGT)isaUBCRecreationsponsoredmulti-stagesportcompetition,takingplaceforitsseventhconsecutiveyearthissummer.Currently,UBCRecreationispromotingthePGTasapaideventthatpromisesanunforgettableexperiencefornewathletesandseasonedracersduringsummer(UBCRecreation,2016).Inatriathlonparticipantscompleteinthreecontinuousendurancesections;thefirstbeingswimming,followedbyacyclingandfinallyarunningsection(AppendixA).Thesportofatriathlonoffersawiderangeofchallenges,cateringtovariouslevelsoffitnessandexperience.IntheprovinceofBritishColumbia,TriBCistheofficialgoverningbodyandiscommittedtoprovidingopportunitiestoparticipateandcompeteintheseeventsthroughoutourprovince,aswellassupervisethequalifyingcompetitions.Unlikeothersportspecificcompetitions,themulti-sportnatureofatriathlonrequiresextensivepreparationandtrainingfromtriathletes,effectivelymakingitoneofthemostchallengingcompetitionformatsintheworld.Someofthemostprestigioussportcompetitionsarebasedonthetriathlonformat,includingworld-renownedbrandssuchasIronman,EnduromanandGrandPrixdeTriathlon.

SituationAnalysisIndustryDefinitionTriathlonsareinauniqueindustryastheyarecataloguedunderseveraldifferentindustriesinvariouspartsintheworld.Forexample,triathlonsintheUnitedStatesareconsideredpartoftheendurancesportindustry,whereasinBritain,triathlonsaregivenitsownindustry(News,2016).InCanada,thePointGreyTriathloncompetesinthefitnessandrecreationalsportscategory,specificallyintheGymindustry,andHealth&FitnessClubsindustry(IBISWorld Canada, 2016).ThePGTisonlyoneofseveralendurancesporteventsinBCduringsummer.Giventhedemandingpreparationstocompeteinatriathlon,itislikelythattriathletesonlycompeteinoneortworacesperyear.Hence,thissignificantly

narrowsdowntheracer’schoiceselection,inturn,increasingPGT’scompetition.AfactorthatdifferentiatesthePGTfromcompetitorsistheinclusionofakid’srace,wherefamilymemberscanenjoythedaytogetherinsteadofcompetingasindividualracers.PGTaimstopositionthemselvesasakid-friendly,andasocial-engagingevent,whichdiffersgreatlyfromothermorecompetitiveenduranceevents,suchasIronmanandtheBMOMarathon.

IndustryAnalysis

AggregateMarketFactorsIndustrySize&GrowthRateIntheUSmarket,approximately21.8%ofpeopleparticipateinendurancesports(IBISWorldUS,2016).Since2012,therehasbeenamarketgrowthof2.5%,anditispredictedtohavea2.4%increaseinthenextfiveyears(from2017to2022).Asatrend,participantshavemovedawayfromteamsports;shiftingtheirattentiontowardsmoreconvenientindividualizedfitnessactivitiessuchasthegym.Nevertheless,theworldofsportsisgrowingandexpandingastheglobalsponsorshipspendisforecastedtoreachover$62billionby2017;a1.8timesincreasefrom2010(NielsenSports,2016).In2014,theUSrecordedthat19+millionrunnersparticipatedinendurancesportswithadouble-digitgrowthledbynon-traditionalrunningevents.Although5Kmarathonsleadstheendurancesportcategorywitha64%participationrate,triathlonshelda6%participationratein2013(Lewis,2014).However,triathlonsaregainingpopularityintheindustryasthenumberofmembersintheUSATriathlonorganizationhasincreasedfrom100,000membersin1998toover550,000membersin2014.Triathlonsareaheavilymale-dominantendurancesport,howeverfemaleparticipationisincreasingduetorecenttrendsandculturalshifts.WithintheUSATriathlonorganisation,femalemembershiprosefrom20%in2000,to36.5%in2014(Lewis,2014).ThesportsGDPinCanadais$4.5billionandcontributes0.3%toCanada’seconomyin2010(StatisticsCanada,2015).Organizedsportssuchastriathlonsaccountedfor$2,032millionsinGDP(AppendixB).Furthermore,in2012,corporatebrandsspentabout$102.1millioninsponsorshipsfundingandmerchandising(Lewis,2014).StageinproductlifecycleDuetothegaininpopularityofendurancesports,suchasIronmanandSeaWheeze,theendurancesportsindustryisatthegrowthstageintheproductlifecycle.Withahealthandwellnessculturalemphasis,Canadaispromotingthedevelopmentandexpansionofnotonlyendurancesportingevents,butalsovariousotherrecreationalsportssuchasyoga,pilates,etc.Ascompetitionintheendurancesportindustryincreases,differentiationwithintypesofeventsbegins.Somecompaniescataloguetriathlonsassocialevents,inwhichyouhave‘fun’whileothersseeitasaveryseriousathleticcompetition.Atthisstage,newmarketingopportunitiesarebeingsoughtafterbydifferentcompaniestomaximizecustomeracquisitionbyfindinganyuntappedhiddenmarkets.Competitionisintenseastheindustryisgrowingandhashighbarrierofentry.InBritishColumbiaalone,thereareatleast33triathlons(TriathlonBC,2017)everysummer,allofwhichcompetedirectlywiththePGT.

Seasonality,SalesCyclicality&ProfitsMosttriathlonsinCanadaoccurduringthesummermonths,fromMaytoSeptember,whenweatherconditionsareideal.IntheUS,thesafetywatertemperaturerecommendationisofatleast78degreesFahrenheit(Smyser,2014).Unlesstheswimmingportionoftheracetakesplaceatanindoorpool,theweathershouldbewarmenoughtoachievetheminimumdegreeinthepool.AlthoughwintertriathlonssuchastheEdmontonWinterTriathlonarerareinCanada,theydoexistandarequitesuccessful(Ng,2015).Contrarytothesummertriathlons,swimming,runningandcyclingarenotpartoftherace.Instead,snowshoeing,skating,andcross-countryskireplacethosesectionstobetteraccommodateparticipantstodealwiththesnowandcoldweather.Theendurancesportsindustryisacyclicalindustrythatissensitivetotheindustry’sseasonality.Althoughprofitscanbeobtainedallyearlong,theybecomelowerduringwinterseasonandhigherduringsummerseason.Extremelyhighprofitscanbegainedthroughglobaltriathlonsevents,suchasIronmanfromthecompanyWorldTriathlonCorporation(Campbell,2015).DistributionChannelsNowadays,socialmediaplatformssuchasFacebook,Twitter,andInstagramarebecominganincreasinglypopularwaytopromotesportenduranceevents,giventheabilitytoconnectwithconsumersinstantly.Othermarketingeffortsincludeadvertisementsandmagazineexposure.InCanada,thereisatriathlonmagazinecalledTriathlonMagazineCanada,whichprovidesinformationonallupcomingsportingeventsandnews(TriathlonMagazineCanada,2017).Furthernews,articlesanddataaredistributedthroughonlinewebsitessuchasTriathlonBC(www.tribic.org),wheresanctionedtriathlonsacrossBCarefeatured.Memberships,clubs,coachesandathleteinformationareaswellavailableonlinethroughtheTriBCwebsite.Inaddition,sponsorshipfromretailstoresandfitnessfacilitiessuchas,Lululemon,TheRunningRoomorGold’sGymprovidesanopportunityforfinancialsupportaswellasincreasedbrandawareness.Potentialparticipantsaremorelikelytoparticipateinendurancesporteventsiftheyrecognisethewell-knownbrandthatissupportingtheevent.

IndustryFactors-Porter’sFiveForcesThreatofNewEntrantsMODERATEGiventhattherearenolaws,patentsorrightsagainstnewsportingevents,therearenoregulatorybarriersforenteringtheendurancesporteventsindustry.However,thehighcostsinvolvedineventplanningmakeenteringtheindustrylessfeasibleformany.Therefore,thethreatofnewentrantsismoderateasthosewhoarelookingtostartaneweventhavetheoptionofworkingwithsponsorsforfinancialsupport.Inaddition,alargenumberofenduranceeventsareownedbycompanieswithastrongbrandreputation,andhavethedisposableincometofinancetheseevents.Forexample,withinBC,enduranceeventswithreputablebrandsbehindthemincludetheLululemonSeaWheeze,theMECTriathlonandtheBMOMarathon.ThePointGreyTriathlonhasUBC’sandtheRunningRoom’sbrandreputationandfinancingtomaketheirannualtriathlonpossible.

ThreatsfromSubstitutesHIGHConsideringtheintensecompetitionwithinashorttimeperiod,itisveryeasyforparticipantstosubstituteoneraceforanother.ThePGTcompetesdirectlywithmultipletriathlonswithinBC.Duathlonsandanyothertypeofendurancesportsareaswellconsideredsubstitutesfortriathlons.Asmentionedearlier,giventhattriathlonsrequirephysicalstrength,thereisalimitwiththenumberofeventsaparticipantcancompetein.Giventhatitisraretodomorethanoneenduranceeventpermonth,participantshavetheopportunityandflexibilitytochoosefromdiverseevents,whichoffervaryingbenefits.Someofthefactorsthatparticipantsaresusceptibletoareprice,location,difficulty,conflictingdatesandweatherconditions.Itisessentialforcompaniestopracticeproductdifferentiationtogainbrandloyalty,asthethreatfromsubstitutesisextremelyhigh.BargainingPowerofBuyersHIGHCompetitionishighandparticipantshavealowcostinswitchingtootheralternativesbrands,asthereisnosignificantdifferenceinpricingorproductofferingsbetweenmanyendurancesportevents.Assuch,thePGTshouldenforceabrandloyaltyprogramtoretainpastparticipantsandpreventthemfromattendingothereventsinsteadoftheirown.Pricesshouldbetowardsthelowerendoftherangeintheirpricingstrategyforthoseparticipantswherepriceisanimportantfactororarepricesensitive.BargainingPowerofSuppliersMODERATEThereisalargepoolofsuppliersthatcouldpotentiallyactassponsorsinanyendurance-sportingevent,particularlyinVancouver.TheRunningRoomisasponsorforthePGTformanyconsecutiveyears;however,thePGTisyettofindaswimsponsor,especiallyafterthenewindoorpoolattheUBCAquaticCentre.Sincesponsorschosewhomtofinance,theswitchingcostbetweencompetitorsincreases.IndustryrivalryHIGHCompetitiverivalryishighintheendurancesportindustry.Therearemanysmallcompetitorswithamodestmarketshare,andseverallargeplayersthatholdsignificantmarketshareoftheindustry.ThePGTisamongstthesmallestplayersintheindustrygiventheirquantityofregistrationnumbers,whencomparedtoothertriathlons.PGT’sdirectcompetitionincludesothertriathlonslocatedintheMetroVancouverareaduringsummer.However,duetoproductdifferentiation,PGT’spositioningismoreofasocialevent,duetotheinclusionofkidsinthetriathlon,ratherthanastrictcompetitiveevent.Assuch,competitionbroadenstoincludekid-friendlysportcompetitionsandraces.

EnvironmentalFactorsSocio-culturalFactorsWithhealthandwellnessconsciousnessincreasingamongCanadians,consumersacrosstheagespectrumareinvestingmoretimeandmoneyintoleadingactivelifestyles(BDC,2013).Specificsocio-culturalshiftsthathaveleadtoparticipatinginmorephysicalactivitiesinclude:agreaterawarenessoffitnesspreventingdiseasessuchascancerandobesity,fitnessbecomingportrayedasasignificantaspectofattractiveness,awaystodelaytheagingprocess,andtheshifttoidoliseathletesinpop-culture(Euromonitor,2014).Furthermore,thesesocio-culturalshiftscanbeobservedbytrackingtheaverageamountofexpenditurespentonrecreationandfitnessacrossCanada.InBritishColumbia,theaverageexpenditureonrecreationincreasedalmost10%from2014to2015,whichissignificantconsideringtheaverageincreaseacrossCanadawasapproximately2%(StatsCanada,2017).

Whilethekeymotivatorsforparticipatinginphysicalactivitiesdifferentiateamongstindividuals,thegeneralhealthtrendhasleadtonewfitnessopportunities,thus,increasingparticipantsinhighintensitysports,suchastriathlonsandmarathons.Asaresult,varioussportseventsandcompetitionshavemoreflexibilitytoadapttheirmarketingstrategiestotargetdiversepsychographicgroups.MarketingIntermediariesMarketingintermediaries,suchaswholesalers,agentsanddistributors,areknownasthemiddlemenforcompanies,astheydrivesalesbymakingservicesorgoodsmoreaccessibletoconsumers.Fortheendurancesportscategory,marketingintermediariesgenerallyinclude:supportfromsponsorships,partnerships,localclubsandtriathlonorganizations,suchasTriathlonBusinessInternational.

ForthePGT,UBCRecreation’skeyintermediariesinclude:AllSports,RunningRoom,MoreBikes,andadditionalsupportthroughoutUBC.AllSportsactsasanagentastheylocatethemselvesatotherTriBCeventsaroundBritishColumbia.Intheseevents,theypromotePGTbyusingflyersandwordofmouthinformationtoPGT’skeymarket.RunningRoomandMoreBikesactasretailintermediariesbysupportingPGTwithonsiteflyersandonlineinformation.Additionalmarketingsupportfromthesethreeintermediariesdependsontheirdesiretocommitbeyondtheircontractualobligations.

Lastly,throughoutUBC,intermediariesvaryfromflyerssharedthroughoutvariousfitnessfacilities:theBirdcoop,theAquagym,andword-of-mouthsupportfromUBCRecreation’s100+volunteers.PoliticalandRegulatoryGiventhatthePGTrouteincludesclosureofcertainroadsandpedestrianpaths,UBCRecreationneedstoensurethatallpartiesthatcouldbeimpactedbythiseventprovideconsent.Examplesofsuchinclude:theBotanicalGardens,theMuseumofAnthropology,andindividualslivingneartheroutes.Furthermore,asUBCRecreationneedstoalignwithUBC’sregulations,thePGTislimitedtocertainpricingstrategiesandpromotionalactivities.ConsideringPGT’sdirectcompetitor’ssocialmarketingstrategies,theselimitationscouldhinderPGT’ssocialawarenessgrowth.

Lastly,withthePGTbeingaTriBCsanctionedevent,UBCRecreationmuststayuptodatewithTriBC’scompetitionrulestoensurepropercompliance.

CompanyAnalysisCurrentObjectivesThekeyobjectiveforthe2018PGTistoincreaseparticipationby15%.Comparedtothe393participantsin2016,UBCRecreationisaimingtosurpass450participantsin2018andcontinuethisexpansionintheyearstofollow.Toobtainthisgoal,UBCRecreationhopestoattractandidentifynewtargetaudiences,suchaslookingintoexpansionopportunitiesforchildrenaroundPointGreyandKitsilanoarea.SecondarygoalsforthePGTinclude:establishingnewtacticstoengagepreviousparticipants,improvingthemarketingfunneltominimizelosses,andrecommendinganewidentityorbrandingtoimprovethemarketabilityoftheevent.(NiuandNewell,2017)

CurrentPositioningStrategyThePGTiscurrentlypositionedasthe“triathlonforeveryone”astheywelcomebeginners,professionaltriathletes,youngandold,fromallaroundthelowermainland.Furthermore,customershavetheopportunitytopickavastarrayofeventoptionswellsuitedforeachcategory.UBCRecreationhasfocusedonensuringthatPGTcreatesanopen-environmentwhereindividualsfeelcomfortablecompetingattheirownlevels,andhavefundoingso.Furthermore,PGThasacompetitiveedgeofbeinglocatedonUBC’sbeautifulcampus,havingaccesstoabrandnewindoorpool,andtheUBCbrandsupportingthem.UBCRecreationasawholeispositionedtohosthighquality,communitybuildingevents,wherepeoplecanconnect,havefun,andgetinvolvedwithUBCrecreationandvarsitysport.(UBC,2017)

CurrentMarketingStrategyPriceUBCRecreationiscurrentlyoperatingasalossleaderwiththePGT,withtheirregistrationpricesrangingfrom$54to$87(forindividualparticipation).Incomparisontocompetitors,theregistrationpricesareonaveragemoreaffordable.Similarlytocompetitors,discountincentivesareinplacetopromoteearly-birdregistration.However,UBCstudentsandfacultymembersaregrantedagreaterincentivewithapproximately10-20%discounttowardsregistration.PromotionTodate,thePGThasnothadaconventionalmarketingcampaignandhasreliedonword-of-mouthpromotion,rackcarddistribution,referrals,andonlinepromotion.However,thislowcoststrategyhasbeenfairlyeffectivegivenitisthe7thannualyearforthePGT.InrecentyearsMarty,fromAllSport,wasresponsibleforapproximately80%ofthePGTparticipants.Marty’spromotionincludeshispersonalnetworkandyearsofexperienceinthecircuit.Todrivefurtherpromotion,flyersaredistributedthroughoutUBCatothertriathlonevents,andaswellatsponsor’sretaillocations,suchastheRunningRoominKitsilano.Lastly,UBCRecreationreliesonpositiveword-of-mouthpromotionfromtheir100+studentvolunteersandfacultymembers.

ThePGTishostedmid-summeronUBC’sbeautifulcampus:cyclingalongMarineDrive,runninginthescenicshadeofUBC’sMainMallandSouthCampus,andswimminginthenewindoorpool(UBC,2017).SwimmingindoorsisacompetitiveadvantageascompetitortriathlonsinVancouvergenerallyincludeswimmingintheocean,whichcoulddeterbeginnertriathletes.RegistrationforthePGTisavailableonlineviatheUBCRecreationWebsite,theRunningRoomwebsite,andinpersonatUBC.

ProductThePGTisknownasa“beginnersfavourite”,giventheenjoyablecompetitiveatmosphereandtheabilitytochoosefromvariousraceoptions.ThedifferentoptionsforparticipatinginthePGTincludeSprint,Short,Duathlon,Relayand“SplashPedalandDash”forkids.UBCRecreationoffersfreetrainingclinicsforparticipants,suchas“BikeReadinessClinic”and“TriathlonTrainingBRICKWorkout”.Furthermore,thePGTisaTriBCsanctionedeventthatoffersprofessionalracetiming.(UBC,2017).

InternalStructureVision&MissionUBCRecreationiscommittedtoofferingdiverse,accessible,andinclusiveprogrammingfortheentireUBCcommunity.Theycommittofosteringanenvironmentwhereeveryonecancontributeandthrive.UBC,2017

Vision-topromoteahealthy,activeandconnectedcommunitywhereeachpersonisattheirpersonalbestandproudoftheirUBCexperienceMission-toengagetheircommunityinoutstandingsportandrecreationexperiences,toenableUBCathletestoexcelatthehighestlevels,andtoinspireschoolspiritandpersonalwellbeingthroughphysicalactivity,involvement,andfun.

HumanResourcesUBCRecreationproudlycultivatesaninspiredworkplacewherestaffmembersandvolunteersareattheirbest(UBC,2017).FromobservingUBCRecreation’sworkcultureitisclearthattheemployeesandvolunteersenjoybeingapartof“RECfamily”astheyoftenvolunteerformorethanoneyear,competeintheeventsthemselvesandspeakpositivelyoftheirexperienceswithUBCREConline.Inaddition,thevolunteerswearUBCRecreation’sclothingaroundcampus,hence,aclearindicationofprideoftheirorganisation.Furthermore,UBCRecreationhostsanannualretreat,andanendofyearformalforallmembers.Itisthepositiveandclose-knitenvironmentthatUBCRecreationcreatesthatdrivestheorganisationtosuccess.FinancialResourcesAlthoughUBCRecreationisfundedbyUBC,eacheventisfinanciallysupportedinvariousways.ThedetailedinformationregardingthePGT’sfinancialsupportisunfortunatelyunavailable.

KeySuccessFactorsStudentInvolvementThesuccessofUBCRecreation’seventsreliesheavilyuponthestudentvolunteers.Thevolunteersplayasignificantroleinspreadingthestokeandgettingstudentsengagedpriortoanevent,eitherthroughword-of-mouthorthroughonlinetacticssuchascreatingaFacebookevent.Inaddition,oneventdaysitisuptothevolunteerstocreateapositive,welcomingenvironmentwhileprovidingasafecompetition.ThestudentvolunteersareessentialastheysubstantiallylowertheoverallcostfortheeventandforUBCRecreationinthelongrun.LocationBeinglocateddirectlyontheUBCCampusprovidessignificantbenefitsforUBCRecreation.TheUBCRecreationbuildingisconvenientlylocateddirectlybytheUBCbusloop,providinganideallocationforonsitemarketing.Bybeingoncampus,studentsavoidadditionaltransportationandcaneasilycombinestudyingwithrecreation.Thisisgreatlybeneficialforthestudentvolunteersasitprovidesalotmoreflexibilitywhentheymanagetheirvolunteerschedules.Lastly,UBCRecreationbenefitsfrombeautifulnaturalsurroundingsaroundcampusandthesaferoutesthattheireventsoffer(SeeAppendixA).ParticipantsofthePGTcanexperienceasaferexperiencebyrunningonroadswithoutoncomingtraffic.

CustomerAnalysisPrimaryCustomerResearchOnlineSurveyThepurposeofourprimaryresearchwastogainadeeperunderstandingofUBCtriathlon’stargetmarket,andtoidentifydesirableelementsinatriathlonforconsumers.Wechoosetoimplementtwoseparatemethodstotackleourresearchobjective.Firstly,wedistributedanonlinesurveyviaQualtricstoanswerourfirstresearchquestion:

● “GainadeeperunderstandingofUBCtriathlon’smarket.”

Thequestionsontheonlinesurveyfocusedontheconsumer’sdemographic,geographic,purposeofcompetinginatriathlon,andtheirskilllevel(i.e.Beginner,intermediate,oradvance.)Wehadarandomizedsamplethatcapturesbothsidesofthemarket,thosewhoactivelycompeteintriathlonsandthosewhodonot.Ourintendedsamplesizewas100surveyrespondents,betweentheagesof18-65,fromthelowermainlandandwithapproximately30%ofsurveyrespondentshavinghadparticipatedinthePointGreyTriathlon.Ourendsamplesizewas121respondents,withaverageagefrombetween21-25yearsold.Unfortunately,only11%ofsurveyrespondentshadparticipatedinPGT,whichlimitedoursurveyanalysis.

AllsurveydatawascarefullyanalysedviaQualtrics,SPSSandExcel.Bydoingso,wedevelopedrecommendationstolowermarketingcosts,anddistinguishedUBCtriathlon’stargetmarket.PleaseseeAppendixC.In-DepthInterviewMethodologyFurthermore,weconductedin-depthinterviewswith10individuals,allofwhichhaveeitherparticipatedinatriathlonthemselvesorhaveaclosefriendorfamilymemberwhohave.Themainpurposeforthein-depthinterviewwastoaddressoursecondresearchquestion,whichwasto:

● “Identifydesirableelementsinatriathlon.”Inordertoconducttheseinterviewswevisitedvariouslocations,suchastheBirdcoop,andaskedpeopleiftheywereinterestedtoparticipateina10-15minuteinterview,inexchangeforachancetowinaUBCFoods&Servicesgiftcertificate.Priortointerviews,weaskedascreeningquestiontoseparaterespondentsthatshownointerestintriathlons.Theresponsesweregatheredandanalyzedwiththeappropriatesoftwaretofindcommonalitiesinrespondents’answers.PleaseseeAppendixD.LimitationsDuetobudgetandtimeconstraints,wehadseverallimitationsinourprimaryresearch.Firstly,fortheresearcherlimitations,welackedaccesstoadiversesamplegroup.Sincethetriathlonmarketisstillniche,itwasdifficulttofindadiversesamplewithourbudgetandtimeconstraint.Therefore,mostofourrespondentswereUBCstudentsaged19-25.Ournextlimitationwasthesmallsamplesize.Weonlyhad121peopleinoursamplesize,whereas,ideallywewouldliketohavealargergroup.Furthermore,mostofourdataconsistofrespondentswhowerenottriathlonrunners(70%non-triathletes);hence,ourdataisskewed.Lastly,ourresearchsufferedlongitudinaleffects.Duetotimeconstrains,ourresearchisonlyaccurateinthepresentday.Consumer’stastesandpreferencesmightchangeovertime;thereforeourresearchonlycapturesthecurrenttrendsintriathlon.

CustomerDescriptionandBehaviourFindings:ConsumerBehaviourThesurveycoveredmajorityofthegeographiclocationsinVancouversuchas,EastVancouver,NorthVancouver,WestVancouver,DowntownVancouver,UBC,Richmond,Burnaby,Delta,Whiterock,andSurrey.Furthermore,thesurveyagedrangefromyoungkidstothoseover51.Themajorityofrespondentswerebetween21-25(46%).Lastly,thesurveycapturedalltypesofemploymentstatus,fromemployed,unemployed,student,toretired.Themajorityofrespondentswere“Student”and“Employed”statuswith46%and44%respectively.

PreferenceforRunningandCyclingOurprimaryresearchindicatedthatmostpeoplepreferrunningandcyclingtoswimming.Outofthe121respondents,38%ofthemstatedthattheydislikedswimmingthemost,comparedtorunningwhichonlyhad30%rankedlast,and30%rankedlastforcycling.Thisnotionisfurtherconfirmedwithourin-depthinterviewsasmostrespondentsmentioned,“swimmingcompetitivelyisdifficult,andrequiresalotoftraining/preparation”.Thus,afantasticopportunityforPGTtobridgethisgapistoadvertiseUBC’sindoorswimmingpool,whichisbeperceivedtobelessintimidatingcomparedtoswimmingintheocean.Anotheropportunitythatstemsfromthesefindingsistoprovideswimmingworkshops,orgrouptrainings,forthoseparticipantseagertopractice.

ReasonsforparticipatinginatriathlonThemostpopularreasonforparticipatinginatriathlonwasforpersonalandachievementgoals(72%).Thiscametonosurpriseastriathlonsareknowntobeextremelytaxingonthebodyandmind,hence,mostpeoplewouldjoinforpersonalachievementreasons.Secondly,42%selected“forthefunandsocialaspect”asthereasontojoinatriathlon.Wedecidedtocombine“funandsocialaspect”with“friendsandfamilyencouragement”,asbothhaveaheavysocialcomponentforwhyonewouldcompeteinatriathlon.Furthermore,ourin-depthinterviewsidentifiedthat,“iftheirfriendsweregoingtogo(participateinanevent),theyweremorelikelytojointhateventeveniftheywerenotphysicallyfitenough”.

ReasonsfornotparticipatinginatriathlonThebiggestfactorthatdeterspeopleawayfromtriathlonsistheperceiveddifficultyincompetinginone(35%),followedbythehighcost(23%)andthelackofsocialorfunaspect(23%).Thisisfurtherconfirmedwithourin-depthinterviewsasmoststatedthatthey,“werenotin(goodenough)shape,”tocompeteinatriathlon.However,whenwementionedthattherewereworkshopstohelpthembetterpreparetocompeteintriathlons,theyshowedanincreasedinterestforparticipatinginatriathlon.Otherfactorsthatleadtoanincreaseinlikelihoodtoparticipateincludedgroupdiscountsandmoresocialaspects,suchasaBBQaftertheevent.

Segmentation

1. InternationalAsianStudents2. FamilyRunners3. FirstTimers

InternationalAsianstudentsThissegmentiscurrentlyanuntappedmarketforPGT.ThesegmentconsistsofChineseinternationalstudentsthatstayduringthesummermonths,andareactivelylookingforeventstoparticipatein.Accordingtoourin-depthinterviews,theyarehighlyinfluencedbytheirpeersandwouldmostlikelyparticipateinlargegroups.Theyareinterestedinparticipatinginevents,however,feelintimidatedbylanguagebarriersandculturaldifferences.Furthermore,theymostlyhearabouttheeventsviasocialmediaapps,suchasWeChat,andoncampuspromotions.ThissegmentismostlikelytohearabouteventsthroughwordofmouthandWeChat.Lastly,thissegmentishighlypricesensitive,thus,runningagrouppromotionwouldhighlyincreasethelikelihoodofparticipation.FamilyRunnersRecently,thePGTintroducedakidsorientedracetargetingtheyoungerdemographic:theseareparticipants“under20s”,knownas“FamilyRunners”.Thesesegmentsmainlyconsistofchildrenbetweentheagesof7-16,andareusuallyaccompaniedbytheirolderguardians.AccordingtoSusanLacke,anavidorganiserforfamilyraces,thekeyinfluentialfactorforthissegmentiswhetherornottheirfamilyfriendsaregoingtoruntherace(Lacke,2017).Generallyparentswillcommunicatewithoneanothertoconfirmthattheyarerunningthetriathlon.Accordingtoourprimaryresearch,theirmainmotivetojointhetriathlonisforthefunaspect.FirstTimersThissegmentissimilartoInternationalAsianstudents,astheyprefertoruntheraceingroups.Theonlydifferenceisthattheydonotsufferanylanguagebarriers.Theirmainmotivetorunisforthesocialaspect,andforpersonalachievement.Itscomestonosurprisethatthemainreasonthatdetersthemawayfromtriathlonsistheirperceptionofdifficultyinrunningatriathlon.ThissegmentisconsideredtomostimportantsegmenttoPGT,asthedropoutrateisveryhigh.Therefore,PGThavetoconstantlyacquirenewcustomers.

CompetitiveAnalysisCompetitiveOverviewUBCRecreation'sPointGreyTriathloncompeteswithalargenumberofextremelydiversifiedprofessionalsportcompetitionsaswellasrecreationaleventstakingplacethroughoutthesummerintheprovinceofBritishColumbia.Intermsofdirectcompetition,PGTcompetesinaverydemandingenvironment.TriBC,theprovincialmulti-sportgoverningbodydedicatedtoprovidingathleteswithopportunitiestoparticipateandcompetethroughoutBClists30approvedtriathlonstakingplacethissummer.Conductingourindepthinterviews,welearntthatduetotheextensivepreparationrequiredandintensivenatureofparticipatinginatriathlon,theaverageparticipantisunlikelytoparticipateinmorethanafeweventseachseason.Inthesummerof2017,thePGTtriathlonwillbecompetingwithdominantdirectcompetitorssuchastheWestshoreTriathlon.TakingplaceinApril2017,thiseventwillwelcomethesummerseasonwithadiversifiedcompetitionfeaturingaSprint,SprintRelay,SuperSprintandDuathlon,aswellasachildrenorientedportiontitledKidsofSteel.Anadditionalcompetitoristhe2017WineCapitalofCanadaTriathlontakingplaceinOliver,includingaswiminTucelnuitLakeandascenicbikeridethroughwinecountry.ThroughouttheseasonathleteswillhavetheopportunitytoparticipateinmanyotherdifferentiatedeventssuchastheTriathlonofCompassion,theYoungHeartsTriathlonandtheMECLangleyTriathlon.Examining

thelistofdirectcompetitors,itisevidentthatmosttriathlonsfocusondifferentiatingthemselvesbycelebratingaspecificthemeortakingplaceinaspeciallocation.Intermsofindirectcompetition,theprovinceBritishColumbiaandMetroVancouverinspecificofferawidearrayofrecreationalaswellascompetitiveoutdoorsporteventsincludingtheLululemonSeaWheezeHalf-Marathon,theBMOVancouverMarathon,thedownhillmountainbikingcompetitionCrankworxandworldfamousIRONMAN.Theseeventsaresupportedbyresourcefulorganizationsandhenceareabletocompetefortheattentionandattendanceofalargerpoolofathletes.Whilesomeoftheseeventsutilizethattocaterforaninternationalaudience,othersaremoreflexibleinthenatureoftheirdesignandcatertoawiderrangeoffitnesslevels.

CompetitionMatrixThecompetitionmatrixbelowtakesbothdirectandindirectcompetitorsintoconsideration.Comparingtherelevanteventsontheircompetitiveness,location,customizability,socialstatus,familyfriendlinessandpriceprovidesawell-roundeddescriptionofthesportingeventstakingplaceinBritishColumbia.Rankingcompetitivenessandlocationonascaleof1to5providesanoverviewoftheeventsthataremostcompetitive,suchastheIRONMAN,whilethelocationscalehighlightstheeventsthattakeplaceinnoteworthylocations,forexampletheHeartoftheRockiesTriathlon.

BenchmarkBasedontheMatrixThemostimportantfactorsconsumerstakeintoaccountwhendecidingonparticipatinginatriathlonaresignificantlydifferentthanthosetheyconsiderinregardstoothercompetitiveorrecreationalsporteventsduringthesummer.ThePGT’sbiggestadvantageincomparisontoothertriathlonsisitscloseproximitytoMetroVancouver.StudyingthecalendarofupcomingBCtriathlons,itisclearthatmanyoftheeventsaretakingplaceinremotelocations,withonlyfiveofwhichtakingplaceinMetroVancouver.CompetingtriathlonstakeplaceanywherebetweenSquamish(SquamishTriathlon)andInvermere(HeartoftheRockiesTriathlon),meaningthatparticipantsmusttravelfurtherinadvanceinordertoattend.WhilethePGTistheonlytriathlontotakeplaceinPointGrey,indirectcompetitorssuchasotherpopularsporteventstakeadvantageofthearea,forexampletheBMOVancouverMarathon.ThePGTprovidesanadvantagetoathletesthatprefertoavoidopenwaterswimming,asitwilltakeplaceinUBC’snewAquaticCentre.WhilethisprovidesthePGTwithanedgeovermostofitsdirectcompetitors,theuseofapoolfortheswimmingsectionisnotthatrare,andisusedbyafewothercompetingtriathlonsincludingtheWestshoreTriathlon.ThePGT’sbiggestweaknessisitssocialstatusandbranding.Incomparisontoothertriathlons(directcompetitors)aswellascompetitivesportsevents(indirectcompetitors)thePGTislackingastrongbrandname,socialmediapresenceorakeydifferentiationstrategy.

PlanningAssumptionsMultiplekeyassumptionsareidentifiedinthisreport.Oneofthekeyassumptionsmadeinthereportistheindustry’sgrowthrate.AccordingtoIBISWorld,itisassumedthattheindustrywillgrowattherateof2.4%inthenextfiveyears(2017–2022).AnotherassumptionmadeistheeaseatwhichUBCRecreationattractsstudentvolunteers.ItisknownthatUBCRecreationreliesheavilyonstudentvolunteerstofacilitatewiththeirevents.Ahugeadvantagetothisisthesignificantsavingthattheymakeintermsoflaborcost.ItisassumedthatUBCRecreationwillnothaveaproblemcontinuingthistrendinthefuture.Thethirdkeyassumptionistheuniversalnatureofdesiredcharacteristicsoftriathlons.ItisidentifiedthatthecurrenttargetmarketforPGTarepeopleintheirlate20sandearly30s,howeveroursurveycorrespondentsweremostlystudentsintheageof19–25.Thereforetheassumptionmadeisthatthesetwodemographicsareseekingthesamecharacteristicsintriathlons.

SWOTAnalysisStrengthsForemost,thePGToffersregistrationindifferenteventformatssuchasSprint,Short,Duathlon,RelayandKids.Thesemultipleoptionsdifferindistanceandgiveconsumersanopportunitytoselectthedifficultytheyaremostcomfortablewith.Inaddition,thePGToffersaspecificeventforkidscalled‘Splash,PedalandDash’.Thisprovidesacompetitiveadvantageovercompetitorsasmanylocalcompetitorsdonotofferbothoptionsandgenerallyspecializeineitherkidsoradults.Furthermore,ourin-depthinterviewsprovidedqualitativeevidenceexpressingstronginterestsinparticipatingineventswiththeirfamilymembers.

Secondly,thelocationofthePGTisakeystrength.WiththeraceoccurringonUBCcampusduringthesummer,therearefewerstudentsaroundandthereisnooncomingtraffic,whichcoulddisturbtheeventandprovidesasaferenvironmentforparticipants.Aswell,therouteprovidesbreathtakingviewsoftheoceanandsurroundingnature.Lastly,theswimmingsectionofPGThasalwaysbeenheldintheUBCpool,providingasafeandsecureenvironmentforbeginners.Consideringthatmanyoftheothertriathlonsincludeswimmingintheocean,swimminginthepoolisamoreaccessibletotrainfor,andisperceivedaslessintimidatingbyourin-depthinterviewrespondents.Inaddition,the2017PGTwilltakeadvantageofthebrandnewindoorpoolattheUBCAquaticCentreforthefirsttime,providinganopportunityforadditionalmarketing.WeaknessesOneofthegreatestweaknessesforthePGTisthesimplemarketingstrategythatiscurrentlyinpractice.Thedistributionofflyersandalackofsocialmediapresencelimitthepossibilityoffuturemarketresearchandanyonlinereachtopotentialcompetitors.Anotherweaknessisthat,comparedtocompetitors,thePGTdoesnotgreatlypossessa‘socialorfun’labelintermsofconsumerperception.Thisisduebecauseoftheinsufficienton-siteactivityfoundwhentheeventisinprogressandthelackofvolunteerssupportingthePGT.OpportunitiesAkeyopportunityforthePGTistheengagementandimplementationofdigitalmarketingstrategies.Duetoitslowsocialmediapresence,thePGTcanincreasetheirsocialmediacontentbyusingphotos,blog,Snapchatfilters,etc.EngagementusingdigitalmediasuchasvideoscanalsoboostthePGT’sawareness.ThreatsThePGT’sgreatestthreatisthehighindustryrivalry.ConsideringthatmajorityofPGT’scompetitionhosttheireventsduringthesummer,itiscommontohaveseveraleventsinclosedateofeachother,orevenoverlapping.Participantswouldhavetochoosewheretoparticipate,whichmayreducethenumberofparticipantsifthereasimilareventhappenstobecloseby.ThePGTshouldbeawarethatthereisapossibilityforfuturesportseventstobescheduledonthesamedateasthePGT,withsimilarraceoptions.ForthefullSWOT,pleaseseeAppendixF.

GoalsandObjectives

ThecoregoalofthismarketingplanistoprovideUBCRecreationwithstrategicrecommendationsthatwillimprovetheregistrationforthe2018PGT,throughincreasingthenumberoffirsttimertriathletes,currentstudentsandchildrenparticipantsinthe‘Splash,PedalandDash’race.Toachievethisgoal,wewilldevelopseveralstrategiestailoredtoeachtargetsegmentmentionedabove.Wearepreparedtoimproveaccessibilityofthetriathlonforfutureparticipantsbyofferingmoreworkshops,groupdiscountsduringregistrationandfreebikerentals.Mostimportantly,duetotraditionalmarketingstrategiesthatarecurrentlybeingusedbythePGT,onlineinitiativesandpublicrelationseffortstoimprovebrandperceptionsandbrandawarenessshouldbehighlystressed.Furthermore,generatingcontentandcampaignsforsocialmediaplatformssuchasWeChat,SnapchatandYouTubeiscritical.Lastly,partnershipsbetweenUBC’s

summercampsandsportsprogramswillincreasecommunicationtowardspossiblefutureparticipantsfortheKids’“Splash,PedalandDash’event.Asaresult,wehaveidentifiedthreeSMARTobjectivesthatwilldrivethesuccessofthePGTincomingyears:

1. Increasethenumberoffirsttimeparticipantsby15%inthe2018PGT2. Generate5000buzzpointsbytheendofthefirstyear,aftermarketinginitiativeshavebegun3. Improvebrandperceptionsby15%throughincreasinglycommunityengagementby2018

CoreStrategyRecommendedTargetMarketFirstTimersOurprimaryrecommendedtargetmarketistofocusonfirsttimerssinceitisthelargestsegment,andhasthegreatestareaforgrowth.Asmentionedearlier,firsttimershaveahighdropoutrate,soit'simperativethatPGTconstantlyacquirenewcustomers.Althoughexperiencedrunnersareapproximatelythesamesizeasfirsttimers(seeconsumersegmentationchart),UBCRechavestatedthattheyhavenoproblemacquiringcustomersfromthissegment,hence,wehaveshiftedourfocusawayfromexperiencerunners.Firsttimersontheotherhand,haveahighdropoutrate;thus,PGTmustconstantlyattractnewcustomers.Inaddition,firsttimersusuallyruningroupssomarketingreturnsshouldbemoreprofitable.InternationalStudentsAsmentionedearlier,internationalstudentsareanuntappedmarketforPGTandhaveahugepotentialforgrowth.Accordingtoourin-depthinterviews,manyofthesestudentsstayduringthesummermonthsandarelookingtogetmoreinvolvedinUBC’sevents.Similartofirsttimers,Chineseinternationalstudentsusuallyparticipateineventswithlargegroups,hence,thereturnsonmarketingwillbemoreprofitable.Giventhatthesestudentsarehighlyinfluencedviasocialmediaadvertisements,suchasWeChat,marketingtothemisextremelyeasy,andlowcost.FamilyAthletesThissegmentwasintroducedlastyear(2016),andhasproventobeanareawherethePGTcandifferentiatethemselvesfromcompetitors.ThePGTisoneofthefewracesinVancouverthatcaterstokids;providingthemasafeenvironmenttocompete,wheretheswimmingportionoftheraceisinanindoorpool,andtherunningportionoftheracewillhavenooncomingtraffic.ConsideringVancouver’sfitnessandculturalshiftstowardshealthyliving,therearesignificantopportunitiesforthePGTtoacquirealotofyoungfamilies.

RecommendedPositioning ThePGT’scurrentpositioningdoesnotcatertotheentirerecommendedtargetmarket,andhencewerecommendthatUBCRecreationadaptsitspositioningstrategytofitthenewlyidentifiedtargetmarket.ThePGT’snewpositioningstatementshouldfocusonminimizingthechallengesofcompetingandinstead

celebratepersonalachievements.TheredesignedPGTwillbe“atriathlonforeverybody”,asanypersoncanbecomeanathlete,andthePGTtriathlonisagreatopportunitytoachieveyourpersonalgoals.ThePGTwelcomesnewcomers,withoutanyregardstopreviousexperienceorage.ParticipantsofthePGTgettochallengethemselvesattheirownlevel,inasafeandsupportiveenvironment.ThePGTtriathlonisyourdivingboardtoabetterversionofyourself.PositioningStatementForinternationalstudentsatUBC,familiesathletesandfirsttimersfromthelowermainlandwhoarelookingtoachievetheirpersonalgoalswiththeirfriendsandfamilyattheirside,ThePointGreyTriathlonprovidesthesafestandmostwelcomingtriathlonexperienceforindividualsbyofferingabroadchoiceofraceoptions,includinganoptionforKids;TheSplash&Dash.UnliketheWestShoreTriathlon,whichislocatedonVancouverIslandandisseenasmorecompetitive,thePointGreyTriathlonpromotesdiversity,reducesbarriersofentrybyhavingtheswimmingcomponentinanaquaticcentre,andisfounddirectlyonUBCcampus,whichmakesitaneasilyaccessiblelocationforindividualsinthelowermainland.

MarketingStrategiesandSupportingTactics

Objective1Increasethenumberoffirst-timeparticipantsby15%inthe2018PGT,comparedtothe2017PGT.Thisobjectiveisfocusedonnewcustomeracquisition.Sincetheregistrationdatafrom2016isnotcomprehensiveenoughtobeutilizedinouranalysis,werecommendcollectingabettersetofregistrationinformationin2017tobeusedasbenchmarksforthe2018triathlon.Incomparisontotheupcoming2017competition,weaimtoincreasethenumberoffirst-timeparticipantsby15%inPGT2018.

Strategy1.1:Improvetheaccessibilityofthetriathlonforfirst-timetriathletesPerspectivetriathlonparticipantsfaceafewkeybarrierstoadoption.Inourprimaryresearchweaimedtoinvestigatethereasonsdeterringpeoplefromparticipatinginsuchasportingevent.Derivedfromoursurvey,welearnedthat37%ofrespondentsindicatedthe“levelofdifficulty”astheirmainreasonfornotregistering.Moreover,27%ofrespondentsstatedthe“cost”asanadditionalfactorthatdeterredparticipation.Theseinsightsalsosurfacedinourin-depthinterviews,inwhichwelearnedthatthelackofowningabicycleisasignificantbarriertoadoptionforthemajorityofathletes.Takingastepbackfromthecyclingsection,acriticalnumberofparticipantsalsoexpressedtheirlackofexperienceincompetitiveswimming.Whileswimmingrankedastheleastfavoritesportinoursurveys,respondentsnoticedthatUBCRecreationhascyclingandrunningsponsors,butdoesnothaveapartnershipwithaswimmingbrand.

Tactic1.1.1:WorkwithMoreBikesortheBikeKitchentoofferadditionalbikerentalsAccordingtotheMoreBike’sofficialwebsite,recentlyreleasedroadmodelscostover$800.Intermsofrentals,bothMoreBikesandBikeRentalsPacificofferroadbicyclesforrent,thelatteroffersperformanceroadbikesfor$55for4hoursor$69forafullday.Inessence,thismakesroadbicyclesthemostexpensiveresourceatriathletewouldhavetoacquireinordertoparticipateinarace.WerecommendUBCRecreationtoprovideamorecomprehensiverentalprogramforparticipants.ProvidingacompetitivebikerentalprogramatthePGTwillhelpovercomethecostbarrierforstudents,andultimatelyencouragefirsttimeparticipantstojointhePGT.

Tactic1.1.2:ProvideparticipantsmoreworkshoppriortoeventInourin-depthinterviewswelearnedthatmanyparticipantshadconflictswiththeschedulingoftheworkshopsleadinguptotheevent.Workshopsareavitalresourceforfirst-timers,providingthemwiththepropertrainingandguidancesothattheyfeelcomfortableandconfidentintherace.Giventheimportanceoftheseworkshops,UBCRecreationshouldoffermoredatesandtimeslots,ideallyscheduledbasedonparticipants’availability,inordertoenhancetheevent’saccessibility.Providingparticipantswithmoreworkshopswouldgreatlymotivatefirst-timerstosignup,asitensuresthattheywillbereadyfortheeventbenefitingfromtheprofessionaltrainingandpreparation.

Tactic1.1.3:Offergroupandreferraldiscount34%oftherespondentsstated“forthefunandsocialaspect”asthekeymotivationforjoiningasportingcompetition.ByaddingasocialelementtothePGT,consumerswillbemoreengagedandencouragedtosignup.Participatinginsucheventswiththeirfriendsorfamilyandhavingtheopportunitytomeetnewpeoplethroughtheexperienceisakeymotivator.Hence,werecommendprovidingregisteredparticipantswithareferralcodewhichtheycanpasstopeopletheythinkmaybeinterestedinthePGT.Thereferralprogramoffersareward,shouldaregisteredparticipantsharetheeventthroughsocialmediaorreferafriendsuccessfully,theywouldbeeligibleforcertainrewardssuchasdiscountsforotherUBCevents.

Tactic1.1.4:EnhancetheswimmingsectionIntheprocessofconductingourprimaryresearchwelearnedthatswimmingistheleastfavourablepartoftherace,stemmingfrompeople’sperceivedburdenofgettingwetandchangingclothes.Inaddition,wenoticedthatamajorreasonforwhymanypeopledislikeswimmingisbecausetheylacktheexperienceandknowledgeofcompetitiveswimming.Tomaketheswimmingportionoftheracemoreappealing,werecommendUBCRecreationtoofferswimmingworkshops.Thepurposeofswimmingworkshopsistoprovideprofessionaltraininginordertomakeparticipantsfeelmorecomfortableinthispart.Inordertoofferswimmingworkshops,UBCRecreationshouldestablishnewpartnershipswithswimmingschools,whichhavethecredibilityandreputation.Atthesametime,UBCRecreationcouldadvertisethePGTatthepreviouslymentionedswimmingschools,aimingtoattractpotentialparticipantswhoalreadyenjoycompetitiveswimming.

Strategy1.2:IncreasePGTbrandawarenessamongcurrentUBCstudentsConductingourprimaryresearchwefoundthat65%ofrespondentshaveneverheardofthePointGreyTriathlon.Thisrateisexceptionallyhigh,consideringthatUBCRecreationiswellknownamongstUBCstudentsandhasover25,000consumersannually.Basedonthisinsight,itisevidentthePGThaslowbrand

awarenessamongstUBCstudents.InordertotargetUBCstudentsmoreeffectively,weseparatedthesegmentintothreegroups–currentstudentslivingoncampus,Chinese-speakingstudents,andstudentswithinthegeographicalareaofUBC.

Tactic1.2.1:CollaborationwithUBCresidencesUBCResidenceswouldbeanidealoptionforpartnershipduetotheircloseproximitytosociallyactiveUBCstudents.Allofthestudentswholiveoncampusbelongtoourtargetsegment,whichincludesstudentsineveryschoolyear.ByinitiatingrelationshipswithResidenceAdvisors,wewouldbeabletoreachalargeamountofstudentsinashortperiodoftime.StudentslivinginUBChousingareexposedtoadboardsintheirbuildingsthroughouttheday,andreceiveinformationfromtheirRA’sinregardstoeventstakingplaceoncampus.Inaddition,studentslivingonUBCresidencesaremorelikelytoattendnumeroussocialeventsandgetinvolvedincampusactivitiesduetotheireasyaccesstosocialgroupsandlocations.Thesesociallyactivetraitswouldincreasethelikelihoodofthestudentstotrynewevents.Notonlywecanbuildawareness,thegroupwearetargetingthroughResidencesalsohasagreaterpossibilitytoactuallycommittoourevent.Therefore,advertisingthroughResidencesinitiatesinterestamongstudentgroupswhoarehighlyinvolvedoncampus,whichincreasestheoverallconversionrateforthePGT.

Tactic1.2.2:TargettheChinesestudentgroupviaWeChatandWeiboInourprimaryresearchwefoundnon-nativeEnglishspeakers,suchastheChinesestudentgrouponcampus,joiningeventsthataresolelyadvertisedinEnglishislesslikely.Atthesametime,enrollmentrecordsshowthattheChinesestudentgroupatUBCisrapidlygrowing.AccordingtoUBC’s2014EnrolmentReport,32%oftheinternationalundergraduatestudentshaveaChinesecitizenship.Atthegraduatelevel,internationalstudentsfromChinarepresent25%oftheoverallenrollmentgroup(Farrar,2014).TargetingChinesestudentswouldnotonlybeaprofitablestrategyforthePGT,butalsoforotherUBCRecreationevents.InordertotargetChinese-speakingstudents,themosteffectivestrategywouldbethroughWeChatandWeibo,twoofthemostpopularsocialmediaplatformsinChinaandforChinesepeopleoutsideofChina.Firstly,werecommendUBCRecreationtoopenanofficialWeChataccount.WeChatisthemostpopularsocialappinChina.Atthecurrentstage,ithas818millionmonthlyactiveusers.Amongtheusers,60%ofthemarebetweentheages15-29whichrepresentourtargetsegment(Smith,2016).Secondly,werecommendopeningaWeiboaccount.WeiboissimilartoTwitteranditcurrentlyhas600millionregisteredusersand313millionactiveusers(Smith,2017).AsuccessfulexampleofutilizingWeChatandWeiboforcampuseventsandmarketingisoftheSauderSchoolofBusiness,astheyrecognizedtheimportanceofChinese-speakingstudentsoncampusandlaunchedofficialaccountsonbothoftheseplatforms.Followingthelaunchofanofficialaccountonbothchannels,UBCRecreationwouldbeabletopromotetheireventsandbuildawarenessamongChinesestudents.OtherthanpromotingthePGT,theseaccountscanbeutilizedtopromoteotherUBCRecreationeventsaswell,resultinginabetterestablishmentoftheUBCRecreationbrandamongstChinesespeakingstudentsoverall.

Tactic1.2.3:Snapchatgeofiltersadcampaign–TargetingstudentsatkeylocationsSnapchat’sGeofiltersareahighlyeffectivemethodinreachingourtargetsegmentinacustomizedandpersonalway.UnlikeInstagramandFacebook,Snapchatisperceivedasmorepersonalformofcommunicationasitisusedmoreoftenbyourtargetedagegroups.UtilizingSnapchatasamarketingtoolwouldallowUBCRecreationtoreachusersinparticulargeographicalareasoncampus,suchasthegymsandaquaticcentre.CreatingasetofSnapchatgeofiltersforthePointGreyTriathlonwillhelpincreasebrandawarenessamongststudentsthatarespecificallyoncampusandimproveUBCRecreation’ssocialmediapresence.

Objective2Generate5000SocialMediaBuzzPointsbytheendofthefirstyearaftermarketinginitiativesbegin.

Strategy2.1:InvestinonlinepromotionalmarketingThisstrategyisfocusedonpromotionaltacticsthatwillincreasebrandawarenessamongstfirsttimeparticipants.TofurtherdevelopbrandawarenessofthePGT,werecommendtore-allocatemarketingfunds,whicharecurrentlybeingusedforinpersonmarketingandflyers,toonlinemarketinginitiatives.Basedoffourprimaryresearch,wenotedthatastrongeronlinepresencewouldhaveagreaterinfluence,generatemoreengagementandwouldreachfirsttimeparticipantsmoreeffectively.ThePGTneedspromotionaltacticsthatwillreachawideaudience,increaseonlinesocialengagementandgeneratesocialmediabuzz.

Tactic2.1.1.FacebookandInstagramtargetedadvertisements

CurrentlytheUBCRecreationFacebookpagehasalmost11,000likes,whiletheUBCRecreationInstagramsitehasapproximately2,300followers.WerecommendinvestingintargetedadvertisementstopushpostsdirectlytothespecificPGTconsumersegments.Inreturn,UBCRecreationwilldrivePGT’sbrandawarenessthroughhavingtheoutletstoreachawideraudience.Inaddition,theUBCRecreationFacebookpagecouldseeasteadyincreaseinitslikes,whichcouldbenefitothereventsthroughouttheyear.Basedoffourprimaryresearch,wenotedthatFacebookandInstagramarethemainsocialmediaoutletsthatthemajorityofoursurveyrespondentswouldbemorelikelytoengagewith.

Foremost,werecommendstartingwithtargetedadvertisementsonFacebook,giventhebiggerfollowingandmorevarietyandoptionsofferedfromFacebookads.Togetthegreatestreturnoutoftheadvertisements,itiscrucialtofine-tunetheexactaudienceofwhomyouaretryingtoreach.ForthePGT,weproposetotargettheadvertisementstofirsttimers,menandfemales,betweentheagesof20-30yearsandarelocatedaroundthelowermainland,withanemphasisaroundUBC,PointGreyandKitsilano.Furthermore,werecommendincludingspecific“connections”inyouraudience.ConnectionscouldincludeanyonewhohaslikedtheUBCRecreationFacebookpage,otherUBCRecreationEventsinthepastorotherwell-knownfitnesspagesorgymsfromVancouver.ThiswayUBCRecreationisensuringthatthePGTisbeingtargetedtowardsyoungindividualswhoarelocatedcloseby,andhasshownabehavioralinterestinfitness.

ThePGTwillsignificantlybenefitfromthetargetedadvertisementsasitwillnotonlydrivebrandawareness,butitwilldriveengagementwhichwillfurtherspreadwordofthePGTonline.WhenonelikesorcommentsonapromotedPGTpost,theirFacebookcommunitywillseetheinteraction,andwillthusspreadawareness.Toensurethatthepostsdriveengagement,UBCRecreationshouldcreatevisualandrelevantpoststocaptureinitialinterest.Furthermore,theadvertisementsmustincludeaspecificvaluepropositionandacall-to-actionsothatengagementisencouraged.

ForthePGT,werecommendthattheadvertisementsincludecaptivatingvisualsthatdisplayhowthePGTis“thetriathlonforeveryone”.Forexample,thevisualscouldshowadiversegroupofpeopleofvaryingagesorcouldshowaphotoofanindividualcrossingoff“completeatriathlon”fromtheirbucketlist.ThevaluepropositionsshouldfocusonhowthePGTiswelcomesallfitnesslevelsandoffersvariousoptionsforparticipating.Bydoingso,thePGTwillbeaddressingthemainfactorforwhypeopledon’tparticipateintriathlonswhichwas“thelevelofdifficulty”basedofourprimaryresearch.Lastly,thecall-to-actionsshouldfocusondrivingtraffictotheUBCRecreationwebsite.Todoso,werecommendhavinga“RegisterNow”linkthatbringsonedirectlytothePGTsite.Byhavevisuallyappealing,relevantandactionableposts,UBCRecreationwillmaximizethelikelihoodoftheiraudienceengagingwiththeirpostsandwillboostoverallbrandawarenessforthePGT.

SimilarlytotheFacebookadvertisements,werecommendforUBCRecreationtoinvestinadvertisementsonInstagramtoreachademographicthatmaynotbeasactiveonFacebook.Inaddition,bydrivingPGTadvertisementsonInstagram,UBCRecreationcouldgainmorefollowers,whichcouldboostoverallawarenessfortheorganization.

Tactic2.1.2.LeverageHootsuite

ToensureUBCRecreationisreachingtheirdesiredtargetmarkets,werecommendinvestinginaHootsuiteaccounttooptimizePGT’ssocialmediapresence.WiththehelpofHootsuite,UBCRecreationwillbeabletomanageallofitssocialmedianetworksinoneplace,willbeabletopostupdates,reviewresponsesandschedulepostsinadvance.Mostsignificantly,UBCRecreationwillbeabletolistenandconnectwithconsumersonamorepersonallevel.Bydoingso,UBCRecreationcouldsignificantlybenefitbygettingamorethoroughunderstandingofwhattheirconsumersarelookingforormissingincertainevents.Lastly,theanalytictoolsofferedbyHootsuitewillhelpUBCRecreationgetabetterunderstandingofwhichonlinepromotionaltacticsaremostsuccessfulintermsofengagementsandreactions.

Byhavingabird'seyeviewofallonlineengagements,UBCRecreationwillhavemoreinputonhowtosolveproblemsorimprovecertainevents.InregardstothePGT,HootsuitewillprovideUBCRecreationwithexactdataofwhomtheyarereachingwiththeirposts,andwhooutofthoseconsumersaremostengaging.ThisdatawillhelpfurtherdefinePGT’sconsumersegmentsandwillprovidefurtherbehavioralattitudesandopinionsfrompotentialtriathletes.Inreturn,UBCRecreationcanusethisdatatoadapttheirmarketingstrategiestobettertargettheirmoredefinedconsumersegmentsfurtherdowntheroad.Inaddition,byleveragingthescheduledpostfunctiononHootsuite,UBCRecreationcanensurethattheyareeffectivelypublishingspecificPGTpostspriortoregistrationdeadlines.ThiswillnotonlymakeiteasierfortheUBCRecreationsocialmediateam,butitwillensurethatbrandawarenessforPGTispushedatstrategictimes.

HootsuitewillprovideUBCRecreationtheadditionalboosttospreadbrandawarenessandwillgiveUBCRecreationaclearoutletfortrackingtheirsocialmediabuzzpoints.WerecommendtohavetwosocialmediavolunteerstobetheresponsibleforregularlycheckingandmonitoringHootsuite.Bydoingso,UBC

Recreationwillbeabletotracktheirprogresstowardsreachingtheirtargetof5000buzzpoints.WiththehelpofHootsuite,UBCRecreationcantaketheirsocialmediaandonlineengagementtoanewlevel.

Strategy2.2:Improvepublicrelationsthroughcreativestorytelling

Tacticsunderthisstrategyfocusonsharingauthenticstorieswhilegeneratingmeaningfulwaysforpeopletoengageonline.WerecommendUBCRecreationtoenhanceitspublicrelationsforthePGTbycapturingconsumerperspectivesandsharingthemonlinewithfamilyrunners,firsttimersandexperiencedtriathletesfromthelowermainland.SharingdiverseconsumersinsightstoallthreesegmentswillcomplimentPGT’spositioningofbeingthetriathlonforall.

Tactic2.2.1.#WhyIRun,#WhyISwim,#WhyICyclevideocampaign

WeproposeforUBCRecreationtolaunchavideocampaignthatfocusesonthereasonsbehindwhyindividualsdocertainsports-specificallywhytheyrun,swimorcycle.Thepurposeofthecampaignistohighlighttriathlete’sdifferentmotivations,withthehopesthatotherindividualscanconnectwiththemotivations,andbecomemotivatedtoworktowardsatriathlonfortheirownuniqueways.Thecampaignshouldhighlightthatitisimportanttofindyourownmotivationtoaccomplishagoal,whetherthatbeatriathlonora5k.

Thecampaignwouldgoasfollows:

1. 3monthspriortothePGT,UBCRecreationteamsupwithpastTriDu/PGTtriathletesandwellknowntriathletesfromaroundthelowermainlandandfilmsthemansweringoneofthefollowingstatements;whytheyswim,whytheyrun,orwhytheycycle.UBCRecreationcreatesa30secondvideocollageofthetriathletesansweringthestatementsandsharesitonline.

2. AthletessharethevideoontheirpersonalsiteswiththeUBCRecreationhandleandthequestion,“WhydoYOURun/Cycle/Swim?”todriveengagementthroughcommentsorlikes.

3. Aspartoftheshare,werecommendUBCRecreationtopostanonlinecontesttopushthecampaign.Forinstance,thecontestcouldbe“Whydoyourun?Shareyourstorywith#WhyIRunandtag@UBCRecreationandyoucouldwinregistrationthisyear’sPointGreyTriathlon”.Thegoalsbehindthiscontestistoaskpotentialtriathletesorfirsttimerstosharetheirstoryonsocialmedia,mentionUBCRecreationanddrivesocialmediabuzzforthePGT.

Byimplementingthiscampaign,thePGTwillbeabletospeaktopotentialtriathletesthroughoutthelowermainlandinanewandengagingmanner,inarelativelyinexpensiveway.SuccessfullylaunchingthiscampaignwilldrivesocialawarenessandincreasesocialmediabuzzpointsforthePointGreyTriathlonoveratime.

Tactic2.2.2EventhighlightrecapYouTubevideo

WeproposeUBCRecreationtocreateaneventrecapvideoofthe2017PGTthatfocusesonthePGT’skeypositioningandkeycompetitiveadvantages.GiventheintensedirectcompetitioninBCfortriathlons,itiscrucialthatUBCRecreationdirectlycommunicationstofuturefirsttimersandpotentialtriathleteswhatthePGToffers.Thereforethevideoshouldfocusoncommunicatingthefollowing:

● Thenewindooraquaticcenter

● ThebeautifulUBCcampus,showcasingtraffic-freeroutes● Aquickoverviewofthevariousraceoptions(Short,Sprint,etc.)withaspecialfocusonthekids

SplashandDashcompetition● Clipsofvariouscompetitors,allagesandallbodytypes,havingaenjoyabletimethroughoutthe

race● Mostsignificantly,captureparticipantsemotions

UBCRecreationshouldpushthevideoonitssocialmediachannels,aswellasemailtheonlinevideolinkdirectlytoalltriathleteswiththehopesthattheyeitherlike/comment/sharethevideoontheirownsocialmediasites.Inaddition,UBCRecreationshouldincludetheirsponsorlogosattheendofthevideotoprovideanincentiveforthesponsorstosharethevideoaswell.Forinstance,iftheRunningRoomenjoysthevideoandendsupsharingthehighlightvideoontheirsocialmediaplatforms,thePGTwillbedirectlyshowcasedtotheiraudiencewhichwillfurtherdrivebrandawarenessandpotentialfuturesales.

Producingacaptivatingeventrecapvideoofthe2017PGTwillnotonlyprovidetheathleteswithaproudkeepsake,butitwillaswellbeanengagingmarketingtoolforthe2018PGTandyearstofollowasitwillhighlighttheracesdiversityandlowbarriersofentry.

Objective3Achieveabrandassociationofthebeingthe“triathlonforallages”by50%oftherespondentsbytheendofthe2018PointGreyTriathlon’srace.

Strategy3.1:Introduceanintegratedcampaignshowingthediversityoftheparticipants

ThepurposeofthisstrategyistoeducateandspreadawarenessofthePGTtoFirstTimers,bycommunicatingthatanyoneisqualifiedtocompeteandtoreduceperceivedbarriersofentry.Tocommunicatethisclearly,weproposetoshowcasethediversityoftheparticipantsfromtheraceitself.Thiscanbedonethroughintroducingapersonalizedstory-tellingphotocampaign,similartothatofHuman’sofNewYork.Moreover,apromotionalYouTubevideothatwillbereleasedpriortotheeventshowcasingvariouspeoplewithdifferentgender,shapeandsizesparticipatinginrunning,cyclingandswimmingwillalsoensurethatPGTisshowingthediversityofallparticipants.

Tactic3.1.1Personalizedstorytelling(HONY)

Thefirsttacticistointroduceauniquepersonalizedstorytellingcampaignthatwillbereleasedonarollingbasis.TheformatofthiscampaignwillbeverysimilartothatofHumansofNewYork,wherebytherewillbeapictureofasubjectandashortstoryordescriptionpostedalongsidetheirpicture.TheseshortinterviewswillthenbepostedonlinethroughUBCRecreation’ssocialmediaaccounts,suchasFacebookandInstagramonarollingbasis.Amoredetailedtimelinecanbefoundintheimplementationsection.Thepurposeofthiscampaignistoshowcasetheparticipant’smotivationandtheirfeelingsbehindjoiningthePGT.

WesuggestUBCRecreationtostartconductinginterviewsduringtheupcoming2017race.Volunteerscanapproachparticipantsaftertheyfinishthetriathlonandconductabrief1-2minuteinterview,whichisthenfollowedwithapicture.Somequestionsthatcouldbeasked:

● Howdoyoufeelaboutcompletingtherace?● Whatwasyourmotivationbehindjoiningtherace?● Whathaveyoudonetopreparefortherace?● Whatwasthefirstwordthatcomestomindafterfinishingtherace?

Aftereditingtheseinterviews,UBCRecreationcanstartpostingtheminJuly2017(onemonthaftertheconclusionoftherace)inastaggeringmanner,wherebytheycouldpostoneintervieweverytwoweeks.Thismethodwouldensurethatthehypesurroundingtheeventwouldstayaliveuntilthenextracecommences.

Withthiscampaign,UBCRecreationwillbeabletohighlightdifferentindividualsthathaveactuallyparticipatedinthePGTbefore.Bydoingso,UBCRecreationwouldbeabletoshowcasethatdifferentindividualshavedifferenthabitsandmotivationsbehindjoiningtheevent.Withtheinterviewbeingconductedshortlyaftertherace,theywouldalsobeabletocapturetheeuphoriaofeachparticipant.TheUBCRecreationwillbeabletofeelandreapthebenefitsofthiscampaignupuntilthe2018PGT.

Tactic3.1.2YouTubepromotionalvideo

Thesecondtactictothisstrategyistoreleaseapromotionalvideopriortotherace.SimilarlytothepromotionalvideocreatedfortheopeningoftheUBCAquaticCentre,thepromotionalvideoforthePGTshouldbeaquick30-secondclipshowcasingthekeydifferentiators.ThiscanbedonethroughthehelpofUBCRecreation’samazingvolunteers,makingthistacticextremelybudgetfriendly.

Inthispromotionalvideo,UBCRecreationwouldbeabletoshowcasepeopleofdifferentgenders,age,sizesandphysicalfitnessparticipatinginactivitiessuchasrunning,cyclingandswimming.ThiswouldcommunicatethemessagethatanyonewouldbeabletojointhePGT.ThiscampaignwouldfurtherhighlightthedesireddiversityofparticipantsfortheraceaswellasthePGTitselfbeinga“lessintimidating,funandsociableevent”.

Logistically,UBCRecreationshouldstartrecordingthematerialsforthisvideoassoonaspossible.Gatheringpeoplewithdifferentcharacteristicsandaskingthemtododifferentphysicalactivitieswillsurelytaketime.Thispromotionalvideothenshouldbereleasedafewweekspriortostartoftheregistrationdate.

Strategy3.2:PromoteSplash&Dashbydevelopingpartnershipswithkeycommunities

InordertocommunicatethatPGT,wealsohavetoconsidertheSplash&Dashportionoftheeventthattargetsparticipantswhoareundertheageofeighteen.Todothiswedecidedtocontinuedevelopingpartnershipswithkeycommunitiessuchasthelowermainlandschools,springbreakcampsorganizers,aswellastheparentsoftheparticipantsandreachingouttocommunityandyouthcenters.Byhavingstrongrelationshipswiththesekeycommunities,webelievethatPGTwillfurthershowcasethemessagethattheyarearacethatwelcomesindividualsofallages.

Tactic3.2.1Partnershipswithlowermainlandschools

EstablishinggoodconnectionswithlowermainlandschoolsisessentialforthesuccessofPGT.HavinggreatpartnershipswithphysicaleducationteachersaswellastheathleticdepartmentisagatewaytocommunicatingPGTtothepotentialparticipantsinthesestudents.TostayconsistentwiththemessagethatPGTwelcomesindividualsofallages,studentsintheselowermainlandschoolshavetobemadeawarethatPGThasaspecialcategoryofraceforthem.

WerecommendforUBCRecreationtostartreachingouttothekeystakeholdersintheathleticcommunitywithintheseschoolsthemselves.TheycouldthenproceedandhostsmallmeetingtopromotePGTtothestudents.ThiscouldalsobeusedasanopportunitytopromoteotherUBCRecreation’seventssuchasthespringandsummercamps.Bycommunicatingdirectlytothestudents,wehopethatUBCRecreationwillbeabletocapturethestudents’interestaswellcommunicatethatPGTisachallenging,yetenjoyableevent.

Tactic3.2.2Partnershipswithspringbreakcampsorganizersandparents’ofparticipants

ConsideringthatthedateoftheraceforPGTusuallyfallsinJune;wedecidedthatspringbreakcamps(midMarch)wouldbeaperfectopportunitytotargetparticipantsfortheSplash&Dashevent.Thistacticinvolvescommunicatingwithboththespringbreakcamporganizers,aswellastheparentsoftheparticipants.UBCRecreationisresponsibletomakethemawarethattheSplash&DashisapartthePGT.WesuggestUBCRecreationtoutilizetheirveryownspringbreakcampstostart.Forinstance,UBCRecreationcouldleveragetheemailinformationoftheparentswhoenrolledtheirkidsinspringbreakcampsandsendoutashortemailblastwiththepromotionalvideoattached.

AlternativelydealingwithspringcampsfromoutsideofUBC,UBCRecreationcouldcontacttheorganizersandaskpermissionsiftheycouldpromotethePGTduringtheirspringbreakcamps.Oncetheyaregiventhegoahead,UBCRecreationcouldaskvolunteerstopersonallyattendthesecampsandtalktotheparentsorparticipants.Byengagingthecommunityaroundthespringcampsattendees,UBCRecreationisensuringthattheyareincludingallofthedemographics,stayingconsistentwiththemessageof“aneventforallages”.

Tactic3.2.3Reachingouttoyouthandcommunitycentres

Similarlytolowermainlandschoolsandspringbreakcamps,thecommunityandyouthcentresareplacesthatshouldnotbeoverlooked.Communityandyouthcentreshostalotofactivitiesforkidstoparticipatein,thereforeitistheperfectavenueforUBCRecreationtocontinuetheirpromotionoftheSplashandDashevent.WerecommendUBCRecreationtotalktotheadministrationinthesecommunityandyouthcentresandfirstlyaskwhetherornottheycoulddistributeflyersallaroundthecentres.Althoughflyersmightnotbethemosteffectivemarketingtooltouse,theyareoneofthecheapest.Theseflyerscouldbedistributedtothekidsbytheorganizersaftertheyattendedcertainsportsclassesorsessions.Moreovertheseflyerscouldalsobepostedalloverthecentresaswellasthebulletinboardwithinthecentres.AnotherwaytoapproachthissegmentistohostasmallboothsomewherenearthelobbiesshowcasingthePGT.TheadvantageofhavingaboothisthatUBCRecreationwouldbeabletoshowcasetheplethoraofeventsthattheyhaveintheircalendar.Havingface-to-faceinteractionswiththesekidsandtheirparentswouldbeverybeneficialasthevolunteerswouldbeabletocommunicateclearlythemessageandgoal

behindthePGT.Thiswouldhopefullyconvertboththekidsandtheirparents,andgivethemmotivationtojointhePGT.

TimelineforImplementationTheimplementationofthetimelinewillbesplitintothreephases.Foragraphicalrepresentation,pleaseseeAppendixG.

Phase1(Current–June2017)WerecommendimplementingseveraltacticswithinthenextfewmonthsuntilthemonthofthePGT2017(June).Duringthisphase,someofthetacticsarescheduledtobeimplementedforlongerthanPhase1.Theacquisitionofpartnershipsforbikerentals(Tactic1.1.1.)andsponsorshipsforawater-relatedsportbrand(Tactic1.1.4.)willbeanongoingtacticthroughoutthemiddleoftheyear2018.Similarly,tacticstoincreaseonlineengagementwillbecatalogedasongoingbyleveragingHootsuite(Tactic2.1.2.)andtheusageofWeChatandWeibosocialchannels(Tactic1.2.2.)foratleastoneandahalfyearintothefuture.OthertacticsincludetheimplementationoftargetedFacebookandInstagramAds(Tactic2.1.1.)untilthedateofthePGTtocreateonlinebuzzandcustomerengagementwiththePGT.ContactbetweenthePGTandUBCsummerandsportscamps(Tactic3.2.2.)andcommunityandyouthcentres(Tactic3.2.3.)willbeessentialtoincreaseparticipationratesforthekids’‘Splash,PedalandDash’event.Leadinguptotheevent,videocontentshouldberecordedformarketingpurposes.BetweenMayandthedateoftheevent,thePGTshouldgatherasmuchdigitalcontentforadsandpromotionalcampaignsforYoutube(Tactic3.1.2.),aswellascontentforthe#whyiruncampaign(Tactic2.2.1.).Mostofcontentwillbedocumentedthedateoftherace.

Phase2(July2017–March2018)Phase2startsonJuly2017andendsonMarch2018.Asstatedearlier,severaltacticswillbeonanongoingbasisthroughouttheyear2017toprepareforthePGT2018.AnewcampaignsimilarinformattoHumansofNY(Tactic3.1.1.)willbeimplementedduringthisphasetopromotethemovementof‘sportsareforeveryone’.TacticslimitedtoPhase2arethecreationofpostPGTYouTubevideo(Tactic2.2.2.)whereithighlightsandrecapstheevent.Moreover,involvementwithUBCresidencesandRAs(Tactic1.2.1.)willbeemphasizedwithameetinginSeptemberandJanuarywherestudentscomebacktoschoolandbeginanewsemester.TheusageofSnapchatGeofilters(Tactic1.2.3.)willbecreatedandimplementedthedatethePGT’sregistrationonMarch2018.Moreover,contactbetweenthePGTandPEdepartmentsfromschoolsinLowerMainland(Tactic3.2.1.)willstartinSeptember2017andendinMarch2018becauseitcoincideswiththebeginningandendoftheschoolacademicyear.

Phase3(April2018–June2018)Phase3,arepetitionofPhase1,startsonApril2018andendsonJune2018.Thecontinuationofprevioustacticspromotingpartnerships,sponsorshipsandsocialmediacontentandcampaignscanstillbeseeninthisphase.However,itisessentialtocontinuepromotingthesetacticstoenforceanincreaseinthenumberofparticipantsforthePGT2018.OnetacticlimitedtoPhase3istheimplementationofworkshops(Tactics1.1.2.)leadinguptothedateoftheevent.ThesewillbeofferedbetweenthemonthsAprilandJune2018.

BudgetsandCostsWhiletherecommendedstrategiesandtacticsrequirealargeamountofresources,UBCRecreationisbearstheadvantageofbeingpartoftheUniversityofBritishColumbia.Whilemanyofthesuggestedtacticsrequirepeopleandmoneytoexecute,UBCRecreationisabletoutilizeitscurrentteamofstudentsinordertoimplementthesetactics.WhilethePGTtriathlonoperatesonapredeterminedlimitedannualbudget,UBCRecreationhastheopportunitytoacquirecertaincommercialservicesforfree,inexchangeforsponsorshipsorbrandpromotions.Thefollowingcostsareestimatesforthe2018competitionandarepresentedintheordertheyareoutlinedinourthreeobjectives.PleaserefertoAppendixHforafullbreakdown:

BicycleRentalsTactic1.1.1suggestsanimprovementofthesponsorshiprelationshipwithMoreBikesinordertoprovideadditionalbicyclerentals.Incaseanewagreementisnotadapted,apotentialbikerentalpartnercouldbeBikeRentalsPacific.Thiscompanyoffersperformanceroadbikesrentalsof$55for4hoursor$69forafullday.Whilethispresentsavariablecostofupto$69perbikerental,itislikelythatthroughnegotiationsUBCRecreationwillbeabletoreceiveabetterrentalratefromthisparticularcompany.

BicycleWorkshopsTactic1.1.2outlinesanexpansionofthenumberofworkshopsleadinguptothetriathlon.Whilethiswillrequireadditionalfinancialresources,theseworkshopsareagreatopportunityforcross-promotionsofthesponsorsandcomplementarybrands,whichwouldinturnfinancetheadditionalworkshops.

In-ResidencesPromotionsTactic1.2.1suggestsanimprovedcommunicationprocesswithstudentslivinginUBCresidencesthroughtheirResidenceAdvisors.WhilethesestudentstaffmemberswillnotrequireadditionalfundsinordertopromotethePGTinresidences,UBCRecreationwillberesponsibleforfundingpromotionsupplementssuchasposters.Astandardcolourpostersized8.5”x11”canbeproducedandprintedatCopiesmart,aprintinghouselocatedwithinUBC,offersaquoteof$60for150posters.Thisprintinghousecharges1fixedfeeplus35centsperposters,consideringatleast150one-sidedpostersareordered.

SnapchatFiltersAdCampaignTactic1.2.3outlinesaSnapchatmarketingcampaigntotargetusersthatareontheUBCcampus.Snapchatadvertisingofferssnapads,sponsoredgeofiltersandsponsoredlenses.AccordingtotheSnapchatcoststructure,asponsoredgeofilterrunning24hoursadayfor3dayswouldcostaround$430.ThistakesintoconsiderationthelargestareayoucantargetinsideUBCwithoutexceedingthe5,000,000squarefeetlimitongeofilters.TheSnapchatsponsoredgeofilterssystemisveryflexibleandallowsUBCRecreationtoadjustitsavailabilitylocationwithinUBC,includingthenumberofdaysandthespecifichours,resultinginahighlyflexiblebudgetthatcanbechangedondemand.

FacebookandInstagramNativeAdvertisingTheFacebookandInstagramsponsoredpostssystemallowstheuserthesetafixedbudgetthatwillbeusedtoauctionitsreachandnumberofappearancesonotherusers’timelines.Whilesponsoredadsrequireadditionalfunds,Tactic2.1.1recommendsreallocatingthecurrentinpersonmarketingbudgettoincludepromotionalsocialmediacontent.

HootsuiteTactic2.1.2requirestheuseofHootsuite'sanalyticsinordertogainabetterunderstandingofhoweffectivetheproposedsocialmediamarketingcampaignswillbe.Thecompanyoffersateamplanwhichallows3differentuserstoutilizeupto20socialprofilesandcustomizedanalyticsfrom$34.99permonthperuser.Whilethispresentsacostof$105permonthfor3users,itislikelyUBCRecreationwillbeabletoacquirealoweredratefromtheVancouverbasedcompany.

MonitorsandControlsWehighlyrecommendkeepingtrackoftheprocessofeachtacticandstrategytodeterminehowclosetheyaretoreachingthegoals.Inordertoeasilytracktheoverallprogress,wehavesimplifieditbyobservingfromtheobjectivelevelObjective1focusesonincreasingthenumberoffirsttimeparticipantsby15%in2018.Thiscanbecalculatedbysimplygatheringtheirskilllevelduringthesign-upphase,andcompareparticipantnumbersannually.Objective2aimstogenerate5000SocialMediaBuzzPointsbytheendofthefirstyearaftermarketinginitiativesbegin.Inordertotracktheprogress,werecommendusingtheHootsuiteserviceastheyprovideacomprehensivesummaryofhowwelleachmarketingcampaignisperforming.Objective3focusesonimprovingthebrandperceptionofPGTby15%throughincreasingcommunityengagementby2018.Werecommendusingathirdpartyresearchcompanytoconductanassociationsurveytopreviousparticipants.

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Appendices AppendixA-PointGreyTriathlon2016RouteMap

AppendixB-GDPofSportIndustriesinCanadain2010

AppendixC-OnlineSurveyQuestionsQ1WelcometoourCOMM468MarketingApplicationsSurvey!WeareagroupofstudentsfromtheSauderSchoolofBusinessworkingwithUBCRecreationandIntramuralsfortheirevent;ThePointGreyTriathlon.Thankyouforagreeingtotakepartinthisimportantsurveymeasuringcustomer'sattitudesandbehaviourstowardsthetriathlon.Thissurveyshouldonlytake6-8minutestocomplete.Weensurethatalltheanswersyouprovidewillbekeptinconfidentiality.Pleaseclickthegreenarrowbelowtobegin.Q49Pleasecarefullyreadtheconsentformbelow.

❏ Iconsenttoparticipateinthisstudy.(1)Q2Howoftenandhowintenselydoyouexercise?

Never Lessthanonceamonth

Onceamonth

2-3timesamonth

Onceaweek

2-3timesaweek

4+timesaweek

LightExercise(e.g.hatha

❏ ❏ ❏ ❏ ❏ ❏ ❏

Moderate ❏ ❏ ❏ ❏ ❏ ❏ ❏

Exercise(e.g.jogging)

IntenseExercise(e.g.bootcamp)

❏ ❏ ❏ ❏ ❏ ❏ ❏

Q3Whatisyourkeymotivatorforengaginginphysicalactivity?

❏ Toloseweight❏ Toimprovemoodandenergy❏ Forfunandforthesocialaspect❏ Togainmusclemass❏ Totrainforaspecificcompetitionorevent❏ It'spartofmyworkoutprogramasanathlete(ie.varsityteamtraining)❏ Other:____________________

Q4Pleaserankthesethreesportsinorderofyourpreferredchoice(1-mostpreferred,3-leastpreferred)______Running______Cycling______SwimmingQ5Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowingindividualsportsevents:

Ihaveneverheardofthisevent

I'veheardof,butI'veneverparticipatednor

planto

I'mplanningtoparticipate

I'veparticipatedonce

I'veparticipatedmultipletimes

GranFondo ❏ ❏ ❏ ❏ ❏

LululemonSeaWheezeHalf

Marathon

❏ ❏ ❏ ❏ ❏

BMOMarathon ❏ ❏ ❏ ❏ ❏

UBCTriDu ❏ ❏ ❏ ❏ ❏

MECVancouverSprintTriathlon

❏ ❏ ❏ ❏ ❏

VancouverSunRun

❏ ❏ ❏ ❏ ❏

Pleaselistotherindividual

eventsthatyouhave

participatedinwithinthelast2years(Ifnone,

❏ ❏ ❏ ❏ ❏

pleasewrite"N/A"andselect"Neverheard

Q6Whicheventwasyourfavourite?

❏ GranFondo❏ LululemonSeaWheeze❏ BMOMarathon❏ UBCTriDu❏ MECVancouverSprintTriathlon❏ VancouverSunRun❏ Other:____________________

Q7Howmanyindividualendurancesporteventshaveyouparticipatedinwithinthepast2years?

❏ 1❏ 2❏ 3❏ 4❏ 5❏ 6+

Q9Whichofthefollowingbestdescribesyourmotivationbehindjoininganevent(s)?(selectalloptionsthatapply)

❏ FriendsorFamilyencouragedme❏ Forpersonalachievementsandgoals❏ Forthefunandsocialaspect❏ BecauseIenjoythecompetitivespirit❏ Foraspecialcauseorcharity❏ Tocheckitoffmybucketlist❏ Other(pleasespecify):____________________

Q10Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoininganindividualendurancesportevent?(selectalloptionsthatapply)

❏ Competitiveness❏ Cost❏ Difficultyleveloftheevent❏ Injury❏ Weather❏ Location❏ Lackofsocialorfunaspect❏ Other(pleasespecify):____________________

Q11Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowinggroupsportsevents:

Ihaveneverheardof

I'veheardof,butI'venever

I'mplanningtoparticipate

I'veparticipatedmultipletimes

thisevent participatednorplanto

UBCRec-DayofLongboat

❏ ❏ ❏ ❏ ❏

UBCRec-StormtheWall

❏ ❏ ❏ ❏ ❏

UBCRec-FacultyCup

❏ ❏ ❏ ❏ ❏

ToughMudder ❏ ❏ ❏ ❏ ❏

WarriorDash ❏ ❏ ❏ ❏ ❏

Pleaselistothergroupeventsthatyouhaveparticipatedinwithinthelast2years(Ifnone,pleasewrite"N/A"and

select"Neverheardof"):

❏ ❏ ❏ ❏ ❏

Q12Whicheventwasyourfavourite?

❏ UBCRec-DayofLongboat❏ UBCRec-StormtheWall❏ UBCRec-FacultyCup❏ ToughMudder❏ WarriorDash❏ Other(pleasespecify):____________________

Q13Howmanygroupsportseventshaveyouparticipatedinwithinthepast2years?

❏ 1❏ 2❏ 3❏ 4❏ 5❏ 6+

Q14Whichofthefollowingbestdescribesyourmotivationbehindjoiningagroupevent?

❏ Myfriendsmademe❏ Itseemedlikeafunwaytoconnectwithfriends❏ Ilovecompeting,butIhatedoingitalone❏ Other(pleasespecify):____________________

Q15Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoiningagroupendurancesportevent?

❏ Competitiveness❏ Cost❏ Difficultyleveloftheevent❏ Injury❏ Weather❏ Location❏ Icouldn'tgetagrouptogether❏ Other:____________________

Q16HaveyoueverheardofthePointGreyTriathlon?

❏ Yes❏ No

Q17HowdidyoufirsthearaboutthePointGreyTriathlon?

❏ Familyandfriends❏ Socialmedia❏ Printadvertisements❏ Other(pleasespecify):____________________

Q18HaveyoueverparticipatedinthePointGreyTriathlon?

❏ Yes❏ No

Q19WhichofthefollowingbestdescribesyourmotivationbehindjoiningthePointGreyTriathlon?(selectalloptionsthatapply)

❏ FriendsorFamilyencouragedme❏ Forpersonalachievementsandgoals❏ Forthefunandsocialaspect❏ BecauseIenjoythecompetitivespirit❏ Foraspecialcauseorcharity❏ Tocheckitoffmybucketlist❏ Other:____________________

Q20FromyourexperienceatthePointGreyTriathlon,howdoyouperceivethefollowingelementsoftheevent?

Poor Borderline Satisfactory Good Outstanding

LevelofEnjoyment

❏ ❏ ❏ ❏ ❏

LevelofVolunteer

Involvement

❏ ❏ ❏ ❏ ❏

Conditionsoftheroutes(cycleandrunning

❏ ❏ ❏ ❏ ❏

routes)

LevelofSocialAspect

❏ ❏ ❏ ❏ ❏

ValueforMoney ❏ ❏ ❏ ❏ ❏

Q21Pleasereadtheparagraphbelowcarefully!ThePointGreyTriathlonisanofficialsanctionedracebytheTriathlonBChostedbyUBCRecreationandIntramurals.Itoffersauniquetriathlonexperienceasparticipantswillbeabletoswiminthenewlybuiltindooraquaticcenter,cyclealongthescenicMarineDriveandrunthroughUBC'sbeautifulmainmallandsouthcampus.OptionsincludeSprint,Short,RelayandanewKids'SplashPedalandDashfunrace.RaceDistance(swim/cycle/run):Sprint-700m,20km,5kmShort-400m,11km,5kmRelay-700m,20km,5kmKids'SplashPedalandDashfunrace:Thiscourseisopenforparentstobealongside/haveaccesstotheirkidsastheytakepartinthisfunevent!Certificate,giftanddonutsforallkidsaftertheyfinish;haveapictureonthepodiumandtelltheotherkidsatschoolhowmuchfunyouhadatUBCinarealswim,cycleandrun.ThiswillNOTbepartoftheregulartriathlonroutes.Swim1xlengthofIndoorAquaticsPool;cycle750m;runonMainMall750mandrunacrossthemaintriathlonFinishLinetograbyourCompletionCertificate,waterbottlegiftanddonuts!Pleaseclickthegreenarrowbelowtoproceed.Q22Basedontheinformationabove,howlikelyareyoutojointhePointGreyTriathlonwithinthenext2years?

❏ Extremelylikely❏ Somewhatlikely❏ Neitherlikelynorunlikely❏ Somewhatunlikely❏ Extremelyunlikely

Q23WhatisthelikelihoodthatyouwouldrecommendthePointGreyTriathlontoyourfriendsandfamily?

❏ Extremelylikely❏ Somewhatlikely❏ Neitherlikelynorunlikely❏ Somewhatunlikely❏ Extremelyunlikely

Q24UBCRecreationwouldliketoimprovetheircommunicationstrategiesfortheirupcomingevents.Whichpromotionalmediumwouldyoumostlikelyinteractwith?

Extremelyunlikely

Somewhatunlikely

Neitherlikelynorunlikely

Somewhatlikely

Extremelylikely

Facebook ❏ ❏ ❏ ❏ ❏

Instagram ❏ ❏ ❏ ❏ ❏

Twitter ❏ ❏ ❏ ❏ ❏

PrintAdvertisement

❏ ❏ ❏ ❏ ❏

Email& ❏ ❏ ❏ ❏ ❏

Newsletters

UBCRecreationWebsite

❏ ❏ ❏ ❏ ❏

Inpersonatsportingor

athleticevents

❏ ❏ ❏ ❏ ❏

InpersonatUBCfitnessfacilities(Birdcoop,pool,

❏ ❏ ❏ ❏ ❏

Q25Doyouhavechildren?

❏ Yes❏ No❏ Prefernottoanswer

Q26Haveyourchildrenparticipatedinanyoftheseevents?

I'veneverheardofthis

I'veheardof,butdon'tplanonregistering

mykids

Iplanonhavingmykid(s)participate

Mykid(s)haveparticipated

Mykid(s)haveparticipatedmultipletimes

UBCTriDu ❏ ❏ ❏ ❏ ❏

PointGreyTriathlon

❏ ❏ ❏ ❏ ❏

TRiKidsTriathlon

❏ ❏ ❏ ❏ ❏

"Kidsofsteel"-NorthShoreTriathlon

❏ ❏ ❏ ❏ ❏

Others(Ifnotapplicable,

❏ ❏ ❏ ❏ ❏

Q27Haveyouparticipatedinanyofthesameeventswithyourchildren?

I'veneverheardofthisevent

I'veheardof,butdonotplanonparticipatingwithmykids

Weareplanningtoparticipatetogether

Wehaveparticipatedoncetogether

Wehaveparticipatedmultipletimes

together

UBCRec-TriDu ❏ ❏ ❏ ❏ ❏

UBCRec-PointGreyTriathlon

❏ ❏ ❏ ❏ ❏

NorthShoreTriathlon&KidsofSteel

❏ ❏ ❏ ❏ ❏

VancouverSunRun&MiniSun

❏ ❏ ❏ ❏ ❏

Others(Ifnotapplicable,

❏ ❏ ❏ ❏ ❏

Q28Whatisyourage?

❏ 20andunder❏ 21-25❏ 26-30❏ 31-35❏ 36-40❏ 41-45❏ 46-50❏ 51andabove

Q29Wheredoyoucurrentlyreside?

❏ EastVancouver❏ NorthVancouver❏ WestVancouver❏ DowntownVancouver❏ WestsideofVancouver❏ UBC❏ Richmond❏ Burnaby❏ Other(pleasespecify):____________________

Q30Whichgenderdoyoubestidentifywith?

❏ Male❏ Female❏ Other

Q31Whatisyourcurrentemploymentstatus?

❏ Employed❏ Unemployed❏ Student❏ Retired

Q32Areyouinterestedinparticipatinginaninterviewforfurtherresearch?(Participantswillreceivea$10Starbucksgiftcardasreward)

❏ Yes❏ No

DisplayThisQuestion:IfAreyouinterestedinparticipatinginaninterviewforfurtherresearch?(Participantswillreceivea$10Starbucksgiftcardasreward);YesIsSelectedQ33Whatisyouremail?

AppendixD-In-DepthInterviewQuestionsPart1:GeneralScreeningQuestions

1. Haveyouparticipatedinatriathlonbefore?2. Howlonghasitbeensincethen?3. Doyouhaveanychildren?4. Areyouolderthan18yearsold?5. HaveyouheardaboutthethePointGreyTriathlon?

Part2:OnlyforParticipantswhoareFamiliarwithTriathlons

1. Inthreewordsdescribeyourexperienceofparticipatinginatriathlon?2. Whatmadeyouoriginallyregisterforatriathlon?3. Whatarethetopthreeelementsyoulookforwhenchoosingatriathlon?4. Whatarethetopthreeelementsyouavoidwhenchoosingatriathlon?5. Whatthreecharacteristicsdoyoulookforwhendecidingbetweentwotriathlons?6. Howdoyoutypicallyfindoutaboutevents;inparticulartriathlonsorsimilarevents?7. Iftherewasjustarunningandcyclingduathlon,wouldyoubemoreinclinedtojointherace?8. Howmanytriathlons(orsimilarevents)doyouparticipateinayear?9. Howmanymonthsdoesittaketotrainfortriathlon?10. Doyouusuallyparticipateintheracewithfriendsorfamily?11. Howdoyouusuallypurchaseyourtickettofortherace?

Part3:OnlyforParticipantswhoarenotFamiliarwithTriathlons:

1. Whatarethefirstthreewordsthatcometomindwhenyouhear“triathlon”?2. Doyouconsideryourselfphysicallyactive?3. Haveyoueverthoughtofparticipatinginatriathlon?Why?4. Iftherewasjustrunningandcyclingduathlon,wouldyoubemoreinclinedtojointherace?Why?5. Iftherewasaworkshopavailable,priortotheevent,tohelpyoupreparefortherace,wouldyou

bemoreinclinedtojoin?(forinstanceRunningRoomworkshopaboutpacingwhilerunning).6. Howdoyoutypicallyhearaboutsimilarevents?

Part4:QuestionsforParents:

1. Wouldyouallowforyourchildtoparticipateinatriathlon?

a. Ifyes,whatareyourkeymotivators?b. Ifno,whatareyourmajordeterrents?

2. Iftherewasaworkshopavailable,priortotheevent,tohelpyoupreparefortherace,wouldyoubemoreinclinedtojoin?(forinstanceRunningRoomworkshopaboutpacingwhilerunning).

Part5:Demographics:

1. Wheredoyoucurrentlyreside?2. Howoldareyou?3. Areyoucurrentlyemployed/student/retired?4. Doyouhaveanyextracomments?

AppendixE-SurveyResultsQ2-Howoftenandhowintenselydoyouexercise?

Question Never Lessthanonceamonth

Onceamonth

2-3timesamonth

Onceaweek

2-3timesaweek

4+timesaweek

TotalCount

LightExercise(e.g.hathayoga)

23.97% 5.79% 1.65% 6.61% 24.79% 24.79% 12.40% 121

ModerateExercise(e.g.

jogging)

9.09% 4.96% 2.48% 6.61% 18.18% 36.36% 22.31% 121

IntenseExercise(e.g.bootcamp)

25.62% 7.44% 8.26% 6.61% 18.18% 18.18% 15.70% 121

Q3-Whatisyourkeymotivatorforengaginginphysicalactivity?

Answer % Count

Toloseweight 17.36% 21

Toimprovemoodandenergy 32.23% 39

Forfunandforthesocialaspect 8.26% 10

Togainmusclemass 10.74% 13

Totrainforaspecificcompetitionorevent 19.01% 23

It'spartofmyworkoutprogramasanathlete(ie.varsityteamtraining) 2.48% 3

Other: 9.92% 12

Total 100% 121

Q4-Pleaserankthesethreesportsinorderofyourpreferredchoice(1-mostpreferred,3-leastpreferred)

Question 1 2 3 Total

Running 42.98% 52 26.45% 32 30.58% 37 121

Cycling 30.58% 37 38.84% 47 30.58% 37 121

Swimming 26.45% 32 34.71% 42 38.84% 47 121

Q5-Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowingindividualsportsevents:

Question Ihaveneverheardofthis

I'veheardof,butI'venever

participatednorplanto

I'mplanning

toparticipat

I'veparticipa

tedmultiple

GranFondo 49.58% 59 31.93% 38 13.45% 16 1.68% 2 3.36% 4 119

LululemonSeaWheezeHalf

Marathon

44.54% 53 35.29% 42 17.65% 21 1.68% 2 0.84% 1 119

BMOMarathon 21.67% 26 55.00% 66 10.00% 12 5.83% 7 7.50% 9 120

UBCTriDu 40.83% 49 26.67% 32 12.50% 15 4.17% 5 15.83% 19 120

MECVancouverSprintTriathlon

50.42% 60 38.66% 46 7.56% 9 2.52% 3 0.84% 1 119

VancouverSunRun

14.17% 17 40.83% 49 22.50% 27 6.67% 8 15.83% 19 120

Pleaselistotherindividualevents

thatyouhaveparticipatedin

67.83% 78 3.48% 4 2.61% 3 7.83% 9 18.26% 21 115

withinthelast2years(Ifnone,pleasewrite

"N/A"andselect"Neverheard

Q6-Whicheventwasyourfavourite?

Answer % Count

GranFondo 6.82% 3

LululemonSeaWheeze 4.55% 2

BMOMarathon 9.09% 4

UBCTriDu 27.27% 12

MECVancouverSprintTriathlon 2.27% 1

VancouverSunRun 13.64% 6

Other: 36.36% 16

Total 100% 44

Q7-Howmanyindividualendurancesporteventshaveyouparticipatedinwithinthepast2years?

Answer % Count

1 18.18% 8

2 13.64% 6

3 9.09% 4

4 9.09% 4

5 2.27% 1

6+ 47.73% 21

Total 100% 44

Q9-Whichofthefollowingbestdescribesyourmotivationbehindjoininganevent(s)?(selectalloptionsthatapply)

Answer % Count

FriendsorFamilyencouragedme 18.18% 8

Forpersonalachievementsandgoals 72.73% 32

Forthefunandsocialaspect 29.55% 13

BecauseIenjoythecompetitivespirit 20.45% 9

Foraspecialcauseorcharity 6.82% 3

Tocheckitoffmybucketlist 4.55% 2

Other(pleasespecify): 4.55% 2

Total 100% 44

Q10-Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoininganindividualendurancesportevent?(selectalloptionsthatapply)

Answer % Count

Competitiveness 19.09% 21

Cost 23.64% 26

Difficultyleveloftheevent 35.45% 39

Injury 10.00% 11

Weather 10.00% 11

Location 15.45% 17

Lackofsocialorfunaspect 23.64% 26

Total 100% 110

Q11-Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowinggroupsportsevents:

Question Ihaveneverheardofthisevent

I'veheardof,butI've

neverparticipatednorplan

I'mplanning

toparticipa

I'veparticip

atedonce

I'veparticipa

tedmultiple

UBCRec-DayofLongboat

31.40% 38 36.36% 44 4.96% 6 16.53% 20 10.74% 13 121

UBCRec-StormtheWall

18.18% 22 47.11% 57 10.74% 13 14.88% 18 9.09% 11 121

UBCRec-FacultyCup

49.59% 60 41.32% 50 2.48% 3 1.65% 2 4.96% 6 121

ToughMudder 20.66% 25 52.07% 63 16.53% 20 6.61% 8 4.13% 5 121

WarriorDash 61.16% 74 28.93% 35 4.96% 6 4.96% 6 0.00% 0 121

Pleaselistothergroupeventsthat

youhaveparticipatedin

withinthelast2years(Ifnone,

pleasewrite"N/A"andselect"Never

heardof"):

86.78% 105 9.92% 12 0.00% 0 0.83% 1 2.48% 3 121

Q12-Whicheventwasyourfavourite?

Answer % Count

UBCRec-DayofLongboat 31.58% 18

UBCRec-StormtheWall 38.60% 22

UBCRec-FacultyCup 3.51% 2

ToughMudder 21.05% 12

WarriorDash 1.75% 1

Total 100% 57

Q13-Howmanygroupsportseventshaveyouparticipatedinwithinthepast2years?

Answer % Count

1 36.84% 21

2 24.56% 14

3 19.30% 11

4 8.77% 5

5 0.00% 0

6+ 10.53% 6

Total 100% 57

Q15-Whichofthefollowingbestdescribesyourmotivationbehindjoiningagroupevent?

Answer % Count

Myfriendsmademe 24.56% 14

Itseemedlikeafunwaytoconnectwithfriends 47.37% 27

Ilovecompeting,butIhatedoingitalone 15.79% 9

Total 100% 57

Q16-Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoiningagroupendurancesportevent?

Answer % Count

Competitiveness 15.60% 17

Cost 9.17% 10

Difficultyleveloftheevent 18.35% 20

Injury 5.50% 6

Weather 1.83% 2

Location 3.67% 4

Icouldn'tgetagrouptogether 29.36% 32

Other: 16.51% 18

Total 100% 109

Q17-HaveyoueverheardofthePointGreyTriathlon?

Answer % Count

Yes 40.50% 49

No 59.50% 72

Total 100% 121

Q18-HowdidyoufirsthearaboutthePointGreyTriathlon?

Answer % Count

Familyandfriends 48.98% 24

Socialmedia 16.33% 8

Printadvertisements 10.20% 5

Total 100% 49

Q19-HaveyoueverparticipatedinthePointGreyTriathlon?

Answer % Count

Yes 11.57% 14

No 88.43% 107

Total 100% 121

Q20-WhichofthefollowingbestdescribesyourmotivationbehindjoiningthePointGreyTriathlon?(selectalloptionsthatapply)

Answer % Count

FriendsorFamilyencouragedme 0.00% 0

Forpersonalachievementsandgoals 78.57% 11

Forthefunandsocialaspect 21.43% 3

BecauseIenjoythecompetitivespirit 21.43% 3

Foraspecialcauseorcharity 0.00% 0

Tocheckitoffmybucketlist 0.00% 0

Other: 7.14% 1

Total 100% 14

Q21-FromyourexperienceatthePointGreyTriathlon,howdoyouperceivethefollowingelementsoftheevent?

Question Poor Borderline Satisfactory Good Outstanding Total

LevelofEnjoyment

0.00% 0 0.00% 0 7.14% 1 71.43% 10 21.43% 3 14

LevelofVolunteer

Involvement

0.00% 0 0.00% 0 35.71% 5 50.00% 7 14.29% 2 14

Conditionsoftheroutes(cycleandrunningroutes)

0.00% 0 0.00% 0 14.29% 2 64.29% 9 21.43% 3 14

LevelofSocialAspect

0.00% 0 0.00% 0 42.86% 6 50.00% 7 7.14% 1 14

ValueforMoney

0.00% 0 0.00% 0 28.57% 4 64.29% 9 7.14% 1 14

Q23-Basedontheinformationabove,howlikelyareyoutojointhePointGreyTriathlonwithinthenext2years?

Answer % Count

Extremelylikely 4.67% 5

Somewhatlikely 29.91% 32

Neitherlikelynorunlikely 13.08% 14

Somewhatunlikely 26.17% 28

Extremelyunlikely 26.17% 28

Total 100% 107

Q24-WhatisthelikelihoodthatyouwouldrecommendthePointGreyTriathlontoyourfriendsandfamily?

Answer % Count

Extremelylikely 7.48% 8

Somewhatlikely 31.78% 34

Neitherlikelynorunlikely 40.19% 43

Somewhatunlikely 11.21% 12

Extremelyunlikely 9.35% 10

Total 100% 107

Q25-UBCRecreationwouldliketoimprovetheircommunicationstrategiesfortheirupcomingevents.Whichpromotionalmediumwouldyoumostlikelyinteractwith?

Question Extremelyunlikely

Somewhatunlikely

Neitherlikelynor

unlikely

Somewhatlikely

Extremelylikely

Facebook 13.08% 14 4.67% 5 4.67% 5 36.45% 39 41.12% 44 107

Instagram 24.30% 26 9.35% 10 10.28% 11 30.84% 33 25.23% 27 107

Twitter 50.47% 54 19.63% 21 12.15% 13 14.02% 15 3.74% 4 107

PrintAdvertisement

18.69% 20 23.36% 25 16.82% 18 33.64% 36 7.48% 8 107

Email&Newsletters

18.69% 20 17.76% 19 14.02% 15 40.19% 43 9.35% 10 107

UBCRecreation

Website

35.51% 38 10.28% 11 21.50% 23 26.17% 28 6.54% 7 107

Inpersonatsportingor

athleticevents

21.50% 23 15.89% 17 12.15% 13 36.45% 39 14.02% 15 107

InpersonatUBCfitness

facilities(Birdcoop,pool,etc)

27.10% 29 10.28% 11 14.02% 15 35.51% 38 13.08% 14 107

Q26-Doyouhavechildren?

Answer % Count

Yes 16.53% 20

No 83.47% 101

Prefernottoanswer 0.00% 0

Total 100% 121

Q27-Haveyourchildrenparticipatedinanyoftheseevents?

Question I'venever

heardofthis

I'veheardof,but

don'tplanon

registeringmykids

Iplanonhavingmy

kid(s)participate

Mykid(s)have

participatedonce

Mykid(s)have

participatedmultiple

UBCTriDu 15.00% 3 60.00% 12 15.00% 3 5.00% 1 5.00% 1 20

PointGreyTriathlon

15.00% 3 75.00% 15 10.00% 2 0.00% 0 0.00% 0 20

TRiKidsTriathlon

15.00% 3 70.00% 14 10.00% 2 5.00% 1 0.00% 0 20

"Kidsofsteel"-NorthShore

Triathlon

25.00% 5 70.00% 14 5.00% 1 0.00% 0 0.00% 0 20

Others(Ifnot

applicable,select"Never

heardof"):

55.00% 11 30.00% 6 5.00% 1 0.00% 0 10.00% 2 20

Q28-Haveyouparticipatedinanyofthesameeventswithyourchildren?

Question I'venever

heardofthis

I'veheardof,butdonot

planonparticipatingwithmykids

Weareplanningtoparticipatetogether

Wehaveparticipated

oncetogether

Wehaveparticipated

multipletimes

together

UBCRec-TriDu

15.00% 3 70.00% 14 10.00% 2 0.00% 0 5.00% 1 20

UBCRec-PointGreyTriathlon

15.00% 3 80.00% 16 5.00% 1 0.00% 0 0.00% 0 20

NorthShore

Triathlon&KidsofSteel

15.00% 3 80.00% 16 5.00% 1 0.00% 0 0.00% 0 20

VancouverSunRun&MiniSun

10.00% 2 70.00% 14 15.00% 3 0.00% 0 5.00% 1 20

Others(Ifnot

applicable,select"Never

heardof"):

45.00% 9 30.00% 6 10.00% 2 0.00% 0 15.00% 3 20

Q29-Whatisyourage?

Answer % Count

20andunder 9.92% 12

21-25 46.28% 56

26-30 10.74% 13

31-35 14.05% 17

36-40 5.79% 7

41-45 0.83% 1

46-50 3.31% 4

51andabove 9.09% 11

Total 100% 121

Q30-Wheredoyoucurrentlyreside?

Answer % Count

EastVancouver 9.92% 12

NorthVancouver 5.79% 7

WestVancouver 3.31% 4

DowntownVancouver 17.36% 21

WestsideofVancouver 16.53% 20

UBC 23.14% 28

Richmond 3.31% 4

Burnaby 5.79% 7

Total 100% 121

Q31-Whichgenderdoyoubestidentifywith?

Answer % Count

Male 44.63% 54

Female 55.37% 67

Other 0.00% 0

Total 100% 121

Q32-Whatisyourcurrentemploymentstatus?

Answer % Count

Employed 44.63% 54

Unemployed 5.79% 7

Student 46.28% 56

Retired 3.31% 4

Total 100% 121

Q33-Areyouinterestedinparticipatinginaninterviewforfurtherresearch?(Participantswillreceivea$10Starbucksgiftcardasreward

Answer % Count

Yes 21.49% 26

No 78.51% 95

Total 100% 121

AppendixF-SWOTMatrix

STRENGTHS WEAKNESSES

● Multipleoptionsforracedistancesweregiven:Sprint,Short,Duathlon,Relay

● ImplementationofKid’s‘Splash,PedalandDash’event

● ThePGThasfinancialsupportfromUBC● ThePGThasreliableUBCstudents’support● UBCRecreationhasareputationofhighquality

events● Nooncomingtrafficduetoclosedroads● IntroductiontonewindoorpoolatUBCAquatic

Centre● Freeclinicsareprovidedbysponsors● Sponsorships● Strongworkcultureandconsistentoperational

support● ThePGTisTriBCsanctioned

● Traditionalmarketingstrategiessuchasflyersdistributionandnosocialmediausage

● Seasonality–PGToccursduringsummerperiodonly

● Nocharityincentives● Fewsponsor‘prizes’● ‘Fun/social’labelisnotasestablished

becausethere’slesssupportfromvolunteersandnotmuchonsiteactivity

● Lowcustomerdataandmarketresearchfrompreviousyears

OPPORTUNITIES THREATS

● Offerfreebikerentals● ShareUBClocationofthePGTinanengaging

video● Better‘goodybags’● IntegratemoresponsorsorpartnerswithPGT

tobemorecreativelyinvolved● Providesocialmediacontentthroughphotos,

blogs,snapchatfilters,etc.● Possibilityofrebranding● Addreferraldiscounts● ContactparentsofkidsinvolvedinUBC’s

summercampsprograms● Moredigitalengagementusingvideopromos

● Highindustryrivalrycanlowerparticipationnumbers

● PossibleconflicteddatesinthefuturebecauseoneormoreeventsarescheduledonthesamedatesasthePGT

● Weatheruncertainty

AppendixG-TimelineImplementation

AppendixH-BudgetandCostsBreakdown

UBC Social Ecological Economic Development Studies (SEEDS) … · Bibliography 35 Appendices 37 Appendix A - Point Grey Triathlon 2016 Route Map 37 Appendix B - GDP of Sport Industries

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